On the quaint corner of 65th and Madison Avenue lives St. John’s new home, a flagship store that transports shoppers to its Southern California roots. The aesthetic is brought to life with natural wood elements, mid-century modern furniture, and an abundance of natural light, complemented by a vibrant “wall of spool” paying homage to the brand’s signature knitwear. A staircase takes guests up to the second floor, which displays the Pre-Fall 2024 collection—a colorful display of jewel tones, poppy prints, and classic bouclé knits. Downstairs, fashion historian Lilah Ramzi held court surrounded by her vintage edit—a preview of a fuller edit dubbed St. John Select, which is launching online at St. John later this month. Among the shoppers were Leandra Medine Cohen, Jacquelyn Jablonski, Tina Leung, Gigi Burris, Alessia Fendi, Camille Opp, Laurence Milstein, Elisee Browchuk, Stephanie Nass, and Sara Klausing, who turned up in her mother’s vintage St. John. CEO Andy Lew says the partnership with Ramzi was organic, aiming to create something that a new generation could enjoy, showcasing vintage pieces that feel incredibly modern yet classically St. John. Ramzi adds, “There have been so many moments when I’ve walked around the office, saying ‘Thanks, it’s vintage St. John!’, so to be able to share these vintage pieces so others can do the same is such a treat!” Dressed in a black “Santana” oversized St. John Evening knit piece she has owned for years, Ramzi said, “Andy encouraged me to source fashion I would wear myself, so it felt like the ultimate shopping spree!” As one of the oldest American luxury brands, St. John’s has barely wavered from its original identity, crafting superb knitwear with a SoCal easy elegance. That said, there has been a fascinating evolution of labels and logos as the brand evolved—its first labels utilize a gothic typeface that’s long been phased out. At first glance, the garments look fresh and even on trend, with classic silhouettes and chic details such as frilled collars or beaded accents. Guests spent time in the dressing room, eager to sport the vintage pieces around town.
St. John Unveils Vintage Collection Curated by Fashion Historian Lilah Ramzi
