St. John is loosening up. Perhaps the biggest indicator of that was the number of tracksuits in the brand’s Resort ’18 lineup: One came in baby pink cashmere, another in mink-colored velvet. At a preview, a PR rep pointed out a shearling vest and velour track pants, explaining that they’re the kinds of pieces St. John’s customers buy for travel.
That said, St. John’s newer, younger customers likely aren’t coming to the brand for athleisure. Quite the opposite, actually: They want the classic tweed jackets. In the past, those jackets were sold with matching tweed dresses or skirts, which could feel a bit matronly. But St. John has wised up to the fact that most women just want to wear their jackets with jeans. The new ones came unlined with frayed edges, Lurex threads, or big crystal buttons—just the thing to dress up your old Levi’s.
