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Bundchen new face of St John

By FashionUnited

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For 22 years Kelly Gray has been the face of California-based fashion house, St John. Relinquishing that role to continue acting as creative designer for the label, she makes way for ubermodel Gisele "the body" Bundchen.

St John's new ceo, Richard Cohen, said that the firm's choice for Gisele was a step towards repositioning the label in the designer category. David Lipman, the head of the agency responsible for the ad campaign, which was shot by Mario Testino, said: "Califormia is where it begins. The wide-open spaces, the sunshine and the infinite possibilities. Gisele is the personification of those things."

St John was founded in 1962 by Kelly Gray's parents, Bob and Marie Gray. They sold the company to Vestar Capital for $420 million in 1999. The Grays retained a minority stake. Meanwhile Mary Gray has signed on for another year as head designer.

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