St John, the upscale but staid US woman’s brand that specializes in knitwear, has just released the first pictures of British actress Kate Winslet in their autumn/winter ad campaign. They are nice — she looks kind of old-sat glam in an old-style movie theatre — but it’s nevertheless a surprising combination. The question is, when it goes wide, will it be surprising in a good way (wow! Makes me rethink this label!) or a bad one (doesn’t make sense?!).

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