St. John is back, with 2022 revenues growing 17 percent year over year, according to financial results released Friday by parent Lanvin Group, and now a new spokesperson.
Hollywood creator Shonda Rhimes, the woman behind “Bridgerton,” “Scandal,” “Inventing Anna” and many more hits, features in the new “Own Your Power” spring campaign for the Southern California heritage luxury brand.
“St. John is a brand that I’ve always loved and I’ve been wearing for years and years. One of the great things about the clothes is my mom can wear them 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 of the campaign that breaks Tuesday.
St. John has been with Rhimes for many of the important moments in her career; when she was on the cover of Time magazine in January 2022, she was wearing a black St. John turtleneck sweater with sculpted sleeves. “That 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 to me that I actually like and wear the clothes.”
She was also drawn to the history of the brand, which was founded in 1962 by Robert and Marie Gray in Irvine, California — although it must be said it has had a corporate history with more twists and turns than a Shondaland show.
“I love that they’re an American company, that they were female founded…And I also love the fact that they are size inclusive. I’ve worn these clothes when I was an 18 and I’ve worn these clothes when I was a 10.”
Shonda Rhimes’ “Own Your Power” campaign for St. John.
Rhimes has inspired women through her work increasing representation onscreen, and through her New York Times bestselling memoir “Year of Yes.” The phrase “Own Your Power” is also meant to inspire.
“We…
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