Fashion Nostalgia: Remembering the St. John Ads From the Early 2000s

-esque St. John knit sweater in black with white piping in 1995). Gray appeared in shimmery eveningwear, luxe furs, pantsuits with no shirt and no bra. In almost every image, she was flanked by four or five men at a time. They were, at times, shirtless ; in other instances, they wore traditional tuxedos and sunglasses while they opened the door to her limo; or they were in all-white suits and matching cowboy hats.

It was Gray, on her hands and knees on the beach; on the back of a motorcycle; riding a futuristic-looking ATV in the middle of the desert; kissing a giraffe; holding onto a baby tiger. This was aspirational imagery on steroids—but for some reason, among pages and pages of glamorous-looking stuff, the world St. John aimed to create seemed to me like it was inauthentic, totally staged, but somehow greatly intriguing.

Kelly Gray had a platinum blonde “Can I speak to the manager” haircut, was visibly short, and, although she was definitely thin, she wasn’t a total rail like the others. She was the closest thing to a regula degula woman in those pages. I later found out that Kelly Gray was the daughter of St. John’s founders Robert and Marie Gray. She first started modeling for the brand at 15, and by the age of 30, she was CEO.

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