News Flash. St. John Attempts New Label.

September 25, 2008 • Fashion


St. John has been on a crusade to re-brand itself from a label for the sophisticated elder woman to a line for young professionals as well. Known for its knits and suits, the company hasn’t had an easy battle, and it’s pursuit of youthfulness has definitely had its missteps.

But this development, we think, is a good one. The new label, SoCa, is obviously based on a young, southern Californian style. But don’t think board shorts and bikinis. Aimed at the 35 to 55-year-old set, the line consists of looks that will transition from professional to evening wear, and are inspired by SoCal in their colors and prints.

And according to WWD, "The line will be available in 125 stores and displayed alongside
brands such as Tory Burch and M Missoni in Saks Fifth Avenue, Neiman
, Nordstrom and Bloomingdale’s. Retail prices range from $195 to
$295 for tops and pants, and $395 to $695 for jackets and dresses." See some looks below!




Source: WWD

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One Response to News Flash. St. John Attempts New Label.

  1. Tracy B. says:

    The dresses are actually very cute. They look younger than a 45 to 55 year old woman would wear though. 35 maybe.

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