Luxury Designer Brand St. John Knits’ Latest Fashion Move Gets Lukewarm Reception

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Rodeo Drive Resale, the world’s largest reseller of St. John Knits, explains why the fashion label’s drastic style makeover has left many St. John loyalists feeling lost in the shuffle.

St John Knits Santana Knit Suits

Classic St. John Knits Power Suits

My classic pieces say I care about how I look and that I am not thrown together. The new collection is too trendy, and I can find that look anywhere … probably at a lower cost.

As the world’s largest reseller of St. John Knits on consignment, Rodeo Drive Resale ( has an interest in the future of the iconic brand. While fashion pieces such as Prada handbags, Yves Saint Laurent heels, Chanel purses and others have taken their fair share of fashion risks, co-founder Raya Jaffer says the new look of St. John Knits has received a less-than-friendly welcome from many of the brand’s most loyal clients.

Just as Tiffany & Co. jewelry is revered for superior craftsmanship, and Salvatore Ferragamo heels and handbags for stunning design, many consider St. John Knits pant suits and their iconic Santana Knit a symbol of power and sophistication. Raya said she has spoken with career women in such high profile fields as law and real estate who say the drastic changes in design have made the new St. John Knits inappropriate for the professional woman.

Now promoting a modern, minimalist design, some shoppers are questioning why the company would abandon the styles that made St. John Knits such a fashion powerhouse.

“If they would bring back some of the special fabrics and detailing on their clothing, the classics would be flying off the racks,” one St. John Knits loyalists told “If you want to go toward trendier fashion, create a spin-off line. Do not replace your golden goose with an untested concept.”

Another St. John Knits buyer, who chose to remain anonymous, says the new look does nothing by way of originality, giving the pieces a cookie-cutter look when compared to previous St. John fashions.

“My classic pieces say I care about how I look and that I am not thrown together. The new collection is too trendy, and I can find that look anywhere … probably at a lower cost.”

“St. John hears, but is not listening,” Raya Jaffer said in regards to the negative reaction St. John Knits has received from longtime customers. Raya added that although the company has managed to foster a consumer base of die-hard loyalists over the past several decades, there was no way to predict how long that loyalty would remain. “A lot of their customers are saddened. When a brand seems to forget about the people who have been supporting them for so long, it can feel like the company no longer cares.”


With over a decade of experience, Rodeo Drive Resale specializes in buying, selling, and consignment of authentic couture fashions. Buy, sell or consign favorite luxury designers such as Louis Vuitton, Chanel, Prada, Gucci, St. John Knits, David Yurman, Christian Louboutin, Tiffany & Co. and more. All items are guaranteed 100% authentic. Visit RDR online at or call toll free at (888)697-3725.

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