Founded in 1962, St. John is a global luxury brand that sells its six distinct fashion collections in specialty stores in the U.S. and 28 other countries.

And for its Fall 2005 campaign, the Irvine, California based company had chosen Giselle to represent its brand. The ads that was shot yesterday in Hollywood Hills by legendary photographer Mario Testino and styled by Camilla Nickerson took its inspiration from the ease and spaciousness of the Golden State.

Unveiling a fresh look and feel for the label, the new campaign marks another step in St. John's repositioning in the designer category.

Recently appointed Chief Executive Officer Richard Cohen, is spearheading the new corporate strategy and positioning St. John to enter a new stage of growth. Strategies will involve the revamping of St. John's corporate identity through internal and external communicators.

"California is where it begins. The wide-open spaces, the sunshine and the infinite possibilities, Gisele is the personification of those things" said David Lipman of Lipman agency, who is providing strategic counsel in the redirection of consumer perception of the brand.