An image from St. John’s fall campaign shot by Boo George

EAST BOUND: Fall for St. John relies very much on an aesthetic and story that has defined the label for decades.

The Irvine, Calif.-based company, which spun a luxury house out of its roots in fine knitwear, today releases its fall ad campaign. The images, shot by Boo George, were taken against the backdrop of the Gold Coast in a nod to the company’s heritage in dressing powerful women from the worlds of politics and business. It’s the first season the company worked with models Daria Stroukous and Toni Garrn.

The California brand has shot on the East Coast before, though never in this location, known for the confluence of old money that came to define the area at the turn of the century. It’s a fitting setting for St. John senior vice president of design Greg Myler’s vision for fall that fused extravagance in the way of elaborate prints against a relatively neutral canvas of black and gray. Military detailing and bohemian styling come through in structured coats and capes. Fall is all about the “richness and extravagance of the bygone empire,” Myler said of the collection.

The campaign includes digital as well as distribution in regional publications.

Fall follows the brand’s relaunch of St. John Sport, which was issued alongside the rollout of resort 2017. The resurrection of the line, in no way meant to be an attempt at ath-leisure, was seen as a way to address the need for more casualwear among the St. John customer with elevated joggers and sweaters.