The house of St. John has been experiencing a serious restructuring from the ground up. First, were the changes in the corporate guard. Then came the announcement that the company’s instantly recognizable face Kelly Gray would be replaced by Brazilian top model Giselle Bundchen, only to be upstaged by Hollywood vixen Angelina Jolie as the new face of St. John. This, all industry insiders agreed, was a concerted and aggressive effort to acquire a greater market share by capturing a younger audience and ultimately avoid growing old with long-time customers.

The runway show unveiling St. John’s Spring 2006 collection was yet another confirmation that the brand is destined for simpler, younger and more contemporary territories. Sending out gorgeous Carmen Kaas, clad in an ivory and white Belize knit satin trim jacket – tightly belted at the waist – matched with a knit pencil skirt, the design team behind the label set a modern and chic tone. Other noteworthy pieces included elegant trench coats, a sophisticated reinterpretation of Audrey Hepburn’s Breakfast at Tiffany’s cocktail dress and a Miró inspired olive yellow and blue soft crepe caftan.

The fresh feel of the St. John new image marks a significant shift from the fashion powerhouse’s rather conservative past. Though the line is still cast in a somber color palette, consisting of traditional neutrals, navy, and black, there is nothing old-fashioned about St. John’s new look. This reinvention is indeed a perfect example of a successful facelift.