American luxury fashion house St. John is continuing an evolutionary trajectory under the artful eye of newly appointed Creative Director Zoe Turner. For her Pre-Fall 2021 outing, Turner is taking the St. John DNA and twisting the house codes into a modern tweed wardrobe.
With an emphasis on daywear inspired by the desire of women, rather than a commercial calling, St. John is offering an original approach to separates focusing on the updated way clothes are worn. Full trousers are paired with sweatshirts, hoodies, and button-down shirts all in inimitable St. John tweed. The modern collection is generous and comfortable, with a fresh interpretation of something which you already thought you knew allowing this season to remain historically respectful. Suddenly, that which is familiar becomes extraordinary.
As usual for Turner, her dedication to fabric research and the technical aspect of design is unwavering. Fabrics are 3D and fringed, spun into a textured tapestry of girly pastels, sophisticated neutrals and beige tones. The loose yet instinctive feel of the craftsmanship is ever-present and the finishes are faultless. The overall philosophy of Pre-Fall is focused more on essentials, yet still ultimately refined epitomized by a softly tailored jacket featuring a new round cut sleeve and smoked mother of pearl button details.“It’s all about introducing new pieces in an approachable and wearable way. It’s about the way the clothes are worn together for a modern stand on separates, but very St. John of the now,” said Turner. Turner creates exquisite items of clothing absent of any pretention. Her clothes have stature yet also a comfortable nonchalance. For Pre-Fall the garments may have evolved but one thing remains, St. John’s design ethos is always of polished elegance.
ABOUT ST. JOHN
St. John is an American luxury house founded in 1962 on the premise of a simple, elegant and versatile knit dress. The brand has evolved over the years, but the foundation of the collection remains the same today as it did from the very start – great American design, understated and timeless elegance, unsurpassed quality and craftsmanship. The company, headquartered in Southern California, employs more than 1,000 people and is vertically integrated with workshops, stores and offices around the world. Its collections are sold in high-end specialty retailers in 16 countries, 49 St. John stores and through the brand’s ecommerce site stjohnknits.com. Instagram/ Facebook/Twitter/LinkedIn: @StJohnKnits
Fosun was founded in 1992. Fosun International Limited is an innovation-driven consumer group that has been listed on the main board of the Hong Kong Stock Exchange (00656.HK) since 2007, with total assets over RMB715.7 billion (c.US$102.6 billion) as of 31 December 2019 and total revenue of RMB143.0 billion (c.US$20.7 billion) in 2019. Fosun’s mission is to provide high-quality products and services for families around the world in health, happiness and wealth segments. Fosun International ranks No.416 on the 2019 Forbes Global 2000 List.
ABOUT FOSUN FASHION GROUP (FFG)
Launched in 2017 and based in Shanghai, China, FFG is a multi-disciplinary industry platform under Fosun International Ltd. that focuses on in-depth operations and strategic investments in Fashion. Rooted in China with a global vision, FFG is able to provide the complete solution for brands’ sustainable growth.
FFG believes that long-term value can be created through a variety of strategic initiatives. These include brand building, talent recruiting, 2 product development, strategic alliances, channel expansion, digitalization, as well as full-spectrum local operation provided through its China operation arm, Fosun Fashion Brand Management (FFBM). Through its unique approach and position, FFG looks to create and connect cross-border communities, empower talent and drive growth. FFG’s current brand portfolio includes Lanvin, Wolford, St. John, Caruso and Tom Tailor.