Following in Tom Ford's strategic footsteps, St. John will open a concept store on Melrose Place on Monday. The shop will be open through March, just enough time to be shoppable for the Oscars-anchored awards season.
The Irvine-based luxury brand, which brought on dynamic model-slash-musician Karen Elson to replace the more matriarchal Angelina Jolie as the face of the company this year, has long been synonymous with stuffy, old money wardrobing. The brand is in search of an image revitalization at the hands of a new creative director, and more alternative marketing strategies. Karen Elson, paired with an expertly curated concept store, should help. [LA TIMES]
