Soft Sell
The OG OC-based fashion house is dream-weaving knits for a new gen of St. John devotees.
In a nostalgia-obsessed fashion world, St. John has an enviable archive brimming with inspiration. By now local lore, the brand was founded in 1962 when Marie Gray made matching knit dresses for herself while working as a model. Practically overnight, they were sold at Saks Fifth Avenue.
Today, that cool, confident aesthetic is woven into the Orange County brand’s story and masterfully interpreted for a new era. For the Fall/Winter 2024 collection, Executive Vice President of Design Enrico Chiarparin dipped into the archive to create modern-day versions of high-society classics.
The collection married the 1960s and the 1990s for seasonless American sportswear with utilitarian polish. On our holiday wish list: Anything with built-in embellished details. There’s Pavé-embellished capes; mod metallic tweeds for day-to-night sparkle and sequin knit dresses with multigen silhouettes.
“Our archives provide endless inspiration as we continue to blend timeless sensibility, innovative knitwear, and impeccable craftsmanship with the needs of our modern clientele.”
“True to our Southern California roots for over six decades, St. John continues to evolve while honoring our heritage,” says Andy Lew, St. John Global CEO.
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