She’s been sultry for Dolce & Gabbana, sexy for Valentino, not to mention a revealing angel for Victoria’s Secret. Now Brazilian supermodel Gisele Bundchen has scored another coup as the new face of St. John.

IMG model Bundchen replaces the 43-year old company’s creative director Kelly Gray, who has starred in the campaign for the last 22 years. The images, to appear beginning in September books, are being photographed today by Mario Testino and styled by Camilla Nickerson in the Hollywood Hills. It remains unclear as to whether Kelly Gray and St. John designer Marie Gray will stay with the company as word had it that the duo would exit this September.

According to information released, the ad’s creative direction takes inspiration not far from its company headquarters in Irvine, California. The focus is on the ease and spaciousness of native California, as seen under the bright lights of Hollywood. “California is where it begins. The wide-open spaces, the sunshine, and the infinite possibilities, Gisele is the personification of those things,” said David Lipman, of the Lipman Agency, who was brought in to provide strategic counsel in the redirection of consumer perception of the brand. “That’s what St. John is about and that is the energy that we are capturing with this new ad campaign. We are thrilled to have her on board.”

--I'm kind of shocked by this. They have used Gray for years, and what I liked about their ads was that very fact--that they always had the same model. Plus, I see Gisele's image and looks better representing the trendier clothing and the new Bohemian style. St. John, on the other hand is classy and refined. We shall see.

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Posted by Lawren at June 15, 2005 07:22 AM

You Said

Girl's got it all.

Says: Nanc' at June 15, 2005 10:27 AM

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No complaints out of this guy for having to see Gisele's mug / body on the cover ...

Says: Iceman at June 15, 2005 12:26 PM

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