Kate Winslet in St. John’s behind-the-scenes video


US designer brand St. John has released a video featuring its new brand ambassador, Kate Winslet.

The behind-the-scenes spot shows Academy Award-winning Winslet being shot by Craig McDean for the autumn/winter 2011/12 campaign, while talking about what it means to be the new face of the line.

In it she discusses everything from the location and the collection to who inspires her.

Of the clothes she says: “They make you look extremely chic without trying too hard… and they aren’t clothes that only a model can wear. It means a lot to me to put across that message of strength and power and feminity in a real shape.”

Winslet follows in the footsteps of Angelina Jolie who previously starred for St. John. Her print campaign will launch in September magazines.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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