On the red carpet at the Cannes Film Festival, Selena Gomez in an off-the-shoulder Saint Laurent, Priyanka Chopra in a corseted Del Core and others have been working a new glamor enhanced in black-and-white graphics with nods to the late 1990s. 80.
For St. John Resort 2025, creative director Enrico Chiarparin and creative consultant Karla Welch felt the same mood.
“The overall concept was to capture the joy of dressing again,” Chiarparin said of fashion's move from casual and minimalist to something bolder, graphic, layered and polished, as exemplified by a fuchsia double-faced wool coat. tight over a long skirt. red skirt, combined with gloves and white heels.
The designer made extensive use of the Southern California brand's traditional jewel hardware and buttons, contrasting androgynous suits with striped pants and plaid cropped suits with more feminine pieces, like a sleek black coat dress and a sleeveless dress. with gold chain lace detail at the bottom. neckline. Even St. John's signature knits had a dressier look, as in a car wash white pleated skirt and a turtleneck sweater with eyelet details. Laser-cut leather jackets, eyelet-embellished high-necked blouses and faux furs also looked like diva wardrobe builders.
It was curious, however, not to have a plot for this collection linked to the West, which St. John has been promoting in recent seasons and which distinguishes it as a California luxury brand. It seemed like a missed opportunity.
St. John, owned by the Lanvin Group, which recently collaborated with Edie Parker on tweed bags with built-in ready-to-smoke lighters, continues to work to improve its image. Next, the brand will open a store in Beverly Hills on Brighton Way, following its new store on Madison Avenue in New York.
St. John has also taken a step into resale, hoping to appeal to the next generation with a capsule of vintage looks available at the New York boutique.
“We are re-establishing our key stores in key markets to support the momentum of the collection change and the positive feedback we have been receiving from customers and wholesalers,” said CEO Andy Lew, adding that product expansion is also underway in the most accessible luxury jewelry category. “This is the next wave of brand reset.”
