St. John Knits International Inc. is getting lots of ink about the spokesmodel deal it signed with Angelina Jolie.

People magazine again recently cited St. John in an article about Jolie and her romance with Brad Pitt.

The piece mentioned the $10 million to $15 million deal Jolie signed with St. John and how the upscale women’s clothier plans to open a children’s charity for her to head as part of the contract.

Jolie is slated to be the company’s model starting with the spring and fall collections. She’s big on humanitarian causes as a goodwill ambassador for the U.N.

Signing on Jolie is part of Irvine-based St. John’s push to appeal to a younger audience and get a facelift.

The company, majority owned by New York-based Vestar Capital Partners, already has made moves in that direction. Last year, it brought on Chief Executive Richard Cohen from the U.S. arm of Italy’s Gruppo Ermenegildo Zegna. He has sought to reverse sales and a profit slump while livening up St. John, best known for outfitting politicians and socialites.

Meanwhile, the founding Gray family, synonymous with the high-end clothier, has been stepping back. Co-founder and chief designer Marie Gray retired in July along with daughter Kelly Gray, the company’s former signature model and creative director. Marie remains a board member with Kelly still a consultant.

Orange County Business Journal