But What About Brad?

St. John Knits Intl. Inc. (Irvine, Calif.) has announced a partnership between its St. John luxury apparel label and actress Angelina Jolie. The new venture will position Jolie as the face of the St. John brand and the voice behind its newly formed charity created in support of children’s issues and causes.

St. John’s new advertising campaign, to launch in spring 2006 publications, will be shot by photographer Mario Testino with creative direction from David Lipman of Lipman agency, to reposition St. John in the luxury brand market. The company said “the ad campaign’s creative direction will take inspiration from the company’s native California and will evoke a mood synonymous with effortless, Hollywood glamour.”

“Angelina Jolie embodies so many qualities of what St. John represents,” said St. John ceo Richard Cohen. “She is strong, independent and dynamic. She’s a mother, actress and a philanthropist, With this partnership we hope to mark another exciting step towards making St. John the ultimate American luxury brand. We are proud to have her on board.”