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A New Concept for St. John: Lean, Crisp and Sexy

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St. John is a brand with a loyal following and a rather well-defined image -- the problem is, it's not exactly the hippest image. Not even Angelina Jolie as spokesperson could do much about their matronly rep. But that could soon be changing.

Enter Concept, a new take on St. John. This very conceptual store opened on Melrose last week, and they'll be open through the duration of awards season. The space is sleek and luxurious, but definitely not stuffy or conservative. One of the things you'll notice right off the back is no knitwear: the store features a tightly edited collection hand-picked for the space by St. John creative director George Sharp. There's a lot of sleek, high-end linen, silk and poplin, a la Burberry, crisp shirts, and dresses that are glamorous without looking like Dynasty. Overall, there's an emphasis on a slim, tailored silhouette. It's certainly not your mother's St. John. Which is too bad, because then you'd be able to borrow it from her.
· St. John [Official Site]
· All Now Open coverage [Racked LA]