St. John relaunches with social media-driven strategy and capsule collection

American luxury brand St. John, which was founded in 1962 and has become known for streamlined knitwear has relaunched with a social media-driven state of mind. The company’s full rebranding was led by its newly appointed creative director, Zoe Turner. According to an announcement from the brand, Turner will lead all creative endeavors at the brand “starting with its codes and icons and melding them with her fresh approach to product, visual and store design.”