EXCLUSIVE: Shonda Rhimes ushers in a new direction for St. John
St. John is back, with revenue growing 17% in 2022 year-over-year, according to financial results released Friday by parent company Lanvin Group, and now a new spokesperson.
Hollywood designer Shonda Rhimes, the woman behind 'Bridgerton', 'Scandal', 'Inventing Anna' and many other hits, featured in the new "Own Your Power" spring campaign for the Southern California-based heritage luxury brand.
“St. John is a brand I have always loved and worn for ages. years and years. One of the great things about clothes is that my mom can wear it in her style and it looks like her and I can wear it in my style and it looks completely different and like me," Rhimes told WWD. exclusively on the campaign taking place on Tuesday. .
Related GalleriesSt. John has been with Rhimes for many important moments in his career; when she was on the cover of Time magazine in January 2022, she wore a black St. John turtleneck sweater with sculpted sleeves. "It made the brand reach out to us and see if we wanted to do this partnership. So it was pretty authentic and it's important for me to love and wear the clothes."
She was also drawn to the history of the brand, founded in 1962 by Robert and Marie Gray in Irvine, California - although it must be said that it has had a corporate history with more twists and turns than a Shondaland show.
"I like that they are an American company, that they were founded by women… And I also like that they include the size. I wore these clothes when I was 18 and I wore these clothes when I was 10."
Shonda Rhimes' "Own Your Power" campaign for St. John.Rhimes inspired women through his work increasing representation on screen, and through his New York Times bestselling memoir "Year of Yes. The phrase "Own Your Power" is also meant to inspire.
"We managed to ensure that this campaign truly embodies the feeling that we all need 'to be proud and comfortable in owning our power,' she said.
Part of the message is also finding your personal style through the wardrobe, which seems timely again, as it was the focus of Proenza Schouler, Michael Kors, Brandon Maxwell and many others who showcased wearables during the latest New York Fashion Week Fall 2023 collections.
"The idea is really to put women in clothes that they feel confident and empowered in and put together in , almost so you don't have to worry," said Rhimes, who has St. John sweaters and black slacks rotating in her wardrobe. "There's something about d 'having this armor... It allows you to present yourself the way you want to be presented, so you can present your ideas as they should be presented.'
Shondaland's next project is the White House murder mystery "The Residence," currently in production. development at Netflix, which has the potential to once again showcase an influential style from Washington, D.C.
St. John is back, with revenue growing 17% in 2022 year-over-year, according to financial results released Friday by parent company Lanvin Group, and now a new spokesperson.
Hollywood designer Shonda Rhimes, the woman behind 'Bridgerton', 'Scandal', 'Inventing Anna' and many other hits, featured in the new "Own Your Power" spring campaign for the Southern California-based heritage luxury brand.
“St. John is a brand I have always loved and worn for ages. years and years. One of the great things about clothes is that my mom can wear it in her style and it looks like her and I can wear it in my style and it looks completely different and like me," Rhimes told WWD. exclusively on the campaign taking place on Tuesday. .
Related GalleriesSt. John has been with Rhimes for many important moments in his career; when she was on the cover of Time magazine in January 2022, she wore a black St. John turtleneck sweater with sculpted sleeves. "It made the brand reach out to us and see if we wanted to do this partnership. So it was pretty authentic and it's important for me to love and wear the clothes."
She was also drawn to the history of the brand, founded in 1962 by Robert and Marie Gray in Irvine, California - although it must be said that it has had a corporate history with more twists and turns than a Shondaland show.
"I like that they are an American company, that they were founded by women… And I also like that they include the size. I wore these clothes when I was 18 and I wore these clothes when I was 10."
Shonda Rhimes' "Own Your Power" campaign for St. John.Rhimes inspired women through his work increasing representation on screen, and through his New York Times bestselling memoir "Year of Yes. The phrase "Own Your Power" is also meant to inspire.
"We managed to ensure that this campaign truly embodies the feeling that we all need 'to be proud and comfortable in owning our power,' she said.
Part of the message is also finding your personal style through the wardrobe, which seems timely again, as it was the focus of Proenza Schouler, Michael Kors, Brandon Maxwell and many others who showcased wearables during the latest New York Fashion Week Fall 2023 collections.
"The idea is really to put women in clothes that they feel confident and empowered in and put together in , almost so you don't have to worry," said Rhimes, who has St. John sweaters and black slacks rotating in her wardrobe. "There's something about d 'having this armor... It allows you to present yourself the way you want to be presented, so you can present your ideas as they should be presented.'
Shondaland's next project is the White House murder mystery "The Residence," currently in production. development at Netflix, which has the potential to once again showcase an influential style from Washington, D.C.
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