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St. John
American Luxury brand St. John relaunches with a new campaign by Mazarine.

Founded in 1962, the Californian fashion house St. John, known for its simple yet elegant and innovative knits, has entered a new era since Fosun Fashion Group acquired a majority interest in 2017.


The launch of a capsule collection, designed by new creative director Zoe Turner, and the redesign of the logo, are the first steps to further develop the house . The campaign shot by photographer Bibi Cornejo Borthwick and Julia Champeau  consists mainly in hero movies, lookbooks, lifestyle and still life pictures which set St. John’s vision of the modern woman.

The exclusive capsule collection will be shoppable online in China via a Wechat miniprogram developed specifically by Mazarine as the first Chinese boutique for St. John. Press events conceived and produced by Mazarine in New York on November 6th and Beijing on November 18th complete this ambitious launch ecosystem.


With 3 offices involved - Paris, New York and Shanghai, Mazarine demonstrates yet again its ability to engage a luxury brand’s global audience , from social to e-commerce, with inspiring creative content and efficient communication ecosystems.

St John continues his collaboration with Mazarine to make his new campaign F/W20 decline in print, social and digital.