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  • Writer's pictureClaudio Fibonacci

The Stylish Sisters of 2024: A Fashionable Journey in St. John

The Cool Girls of 2024? They’re Wearing St. John

The Cool Girls of 2024? They’re Wearing St. John

Last August, The RealReal released its annual Luxury Resale Report, compiled with various figures and stats reflecting purchasing trends in real-time. In it, six brands were identified as “Defining the Cultural Zeitgeist”: Valentino, Loro Piana, Miu Miu, Ferragamo, and—yes—St. John. And to back their claim, they cited that queries for St. John’s classic suits and sets were up 32% year over year.

History of St. John

In 1962, the label was founded by Robert and Marie Gray, a husband and wife team who launched the brand after Marie knit a two-piece set—a straight knee-length skirt and a matching short-sleeve shell. Yugoslavian-born Marie née Hermann was modeling (using St. John as her surname), had an eye for fashion, and convinced her husband, then a sportswear salesman, to present her designs to Bullock’s Wilshire department store in Los Angeles. It didn’t take long to get retail buyers and customers on board with the brand—St. John did $92,000 in sales in its first year.

The St. John Aesthetic

  1. American sportswear with a touch of European influence

  2. High-quality knits and craftsmanship

  3. Emphasis on movement and comfort

Evolution of St. John

By the ’80s and ’90s, St. John became a label that dressed politicians’ wives and then, as more women entered the sphere, politicians themselves. The brand’s campaigns featuring Kelly Gray made a lasting impact on the fashion industry.

St. John in 2024

Today, St. John is helmed by creative director Enrico Chiarparin and renowned stylist Karla Welch serves as creative consultant. The brand is growing, gaining red carpet and editorial placements, and opening a flagship store in Manhattan.

St. John Spring 2024 Collection

Chiarparin and Welch are introducing new elements to the brand, while staying true to the St. John woman’s classic aesthetic. The brand’s Foundation line offers mix-and-match options, appealing to modern fashion sensibilities.

The Resurgence of Vintage St. John

On platforms like TikTok, #vintagestjohn has gained popularity, with girls styling their vintage St. John pieces in fresh and modern ways. The appreciation for old St. John is also contributing to the popularity of the new collections.

It’s clear that St. John has solidified its place in the fashion world, appealing to a new generation while staying true to its heritage. The cool girls of 2024 are embracing the timeless elegance and quality craftsmanship that define St. John.

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