St. John, a luxury American fashion house founded in 1962 on the basis of elegant and versatile knitwear dresses.
Since then, the brand may have evolved to include other offerings, ranging from two classic pieces of elegant tweed (think Jackie O) and statement-yet-understated dresses, but the pillars of their brands remain the same. This label stands for design, fabric quality, expertise exceptions (just look at the sewing) and of course, a lot of sophistication.
With all this rich history choosing a Creative Director has no meaning, and this is where Zoe Turner came into play, because he was brought to the fold at the end of last year. After previously joining Max Mara Fashion Group and Dior (he works under John Galliano and Raf Simons), he has 20 years experience in the world of technical fashion and knitwear.
The Fall 2020 collection marks the Tuner debut line for the label, and aesthetically it is the intersection of femininity and power. Think of the oversized leather jacket, the specially designed suit, and of course, the textured tweed and smooth cover that this brand loves.
Turner discusses his chapter for the St. brand story. John
Felicity Carter: How, when, why did you enter this industry?
Zoe Turner: I have always been interested in this industry for one simple reason, I want to make all women feel strong and beautiful. When I was growing up, I saw my mother wearing an amazing Ossie Clark and Biba dress. He made me dream and fell in love with fashion. I obtained a master’s degree from the Royal College of Art London. After graduating in 2002, I joined Alberta Ferretti as a designer, where I worked with the founder and creative director of Italy for four years. I was then recruited to Paris to join Christian Dior Couture, first as Senior Designer under John Galliano, then as Chief Designer, Director of Knitwear under Raf Simons. After spending almost a decade at Dior, I returned to Italy to work at Max Mara Fashion Group, before my current effort as Creative Director of St. John
FC: How do you summarize the aesthetics of St John?
ZT: St. John is a symbol of American luxury, which is why I am so interested and interested in the brand. This house was founded in 1962 with a basic knit gown that is simple, elegant and versatile. The brand has evolved over the years, but the foundation and DNA remain the same as when the dress was made. St. John was built on great American design, graceful and timeless elegance, unmatched quality and expertise, and the extraordinary women who wore it.
FC: What is luxury for you?
ZT: For me, luxury is meticulous workmanship and smart and thoughtful design. On St. John, luxury is the basis of every silhouette, he talks in detail – like an expert sewing St. Or in the unique knitwear used to make the St. John Sometimes these details are minimized, they need to be seen and felt in order to be fully understood.
FC: Who are your customers?
ZT: She is a strong, independent, forward-thinking woman; who appreciate beautiful clothes.
FC: Tell us about what includes your role …
ZT: My role is to dive into all aspects of the brand. My position encompasses everything from design packaging to the retail environment, to our multimedia presence and overall brand communication. I want to re-energize and develop St John while continuing to stay true to its roots. I want more women to see what our American luxury homes actually offer.
FC: Right now which is your favorite part and how do you use it?
ZT: Our leather trench from Autumn 2020 is my favorite editorial work, and from an everyday perspective, we have a black knit jacket with gold buttons paired with plisse pants which I like as clothing.
Shop collections at lluxury retailers all over the world and through brand e-commerce sites stjohnknits.com.
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