Angelina Jolie “overshadowed” St. John fashion brand
Actress Angelina Jolie, the former face of U.S. luxury knitwear maker St. John, “overshadowed the brand”, the label’s chief told an industry publication on Friday as the company unveiled its new look.
St.John this week launched a new spring 2010 print advertising campaign starring British model Karen Elson, 30, a redhead who is married to White Stripes singer Jack White.
Absent from the promotion, was Hollywood superstar Jolie, 34, who was hired by St.John as its public face in 2005.
Jolie’s departure had been announced in June 2008.
St. John chief executive Glenn McMahon told Women’s Wear Daily she “overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.”
Separately, McMahon said in a statement that “we needed to show a modern point of view of St. John. We are evolving the brand.”
During the years that Jolie promoted the company’s fashions, she became one of the most recognizable and sought-after celebrities in the world through her romance with actor Brad Pitt, their six children, and her charity work in Africa and other countries.
Angelina Jolie (born Angelina Jolie Voight; June 4, 1975) is an American actress. She has received three Golden Globe Awards, two Screen Actors Guild Awards, and an Academy Award.
Jolie has promoted humanitarian causes throughout the world, and is noted for her work with refugees through as a Goodwill Ambassador for the United Nations High Commissioner for Refugees (UNHCR). She has been cited as one of the world’s most beautiful women and her off-screen life is widely reported.
Born in Los Angeles, California, Jolie is the daughter of actors Jon Voight and Marcheline Bertrand. She is the niece of Chip Taylor, sister of James Haven and the god-daughter of Jacqueline Bisset and Maximilian Schell. On her father’s side, Jolie is of Czechoslovakian and German descent, and on her mother’s side she is French Canadian and is said to be part Iroquois.However, Voight has claimed Bertrand was “not seriously Iroquois”, and they merely said it to enhance his ex-wife’s exotic background.
After her parents’ separation in 1976, Jolie and her brother were raised by their mother, who abandoned her acting ambitions and moved with them to Palisades, New York.As a child, Jolie regularly saw movies with her mother and later explained that this had inspired her interest in acting; she had not been influenced by her father. When she was eleven years old, the family moved back to Los Angeles and Jolie decided she wanted to act and enrolled at the Lee Strasberg Theatre Institute, where she trained for two years and appeared in several stage productions.
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