Social Identity Relaunch
Affluent women aged 30+ who value craftsmanship, elegance and versatility from their fashion brands.
The St. John woman is the center of attention, framed strongly, representing her focus and clarity of self. Thumb-stopping power is achieved as she breaks the frame—conveying that she transcends any box.
The St. John woman is complex yet refined. She is made of multitudes and always looks simply put together. Thumb-stopping power is achieved with dynamic white space—a breath of fresh air in a busy feed.