A Fashion Conservative Teams Up With Tattooed Starlet.

Reports that St. John Knits, a conservative women's clothier, is expected to announce its new spokeswoman will be motion picture actress Angelina Jolie. Brand image of St. John Knits, whose clothing is favored by Condoleezza Rice and Hillary Clinton, suggesting the company is trying to change its image with the selection of Jolie, who sports tattoos; Image of the company's last spokesperson, Kelly Gray, suggesting a powerful, middle-aged woman; Description of St. John's advertising since the original owners sold the company to Vestar Capital Partners Inc.; Comments from Allen Adamson, managing director at branding consultants Landor Associates, regarding changing brand image; Discussion of St. John's makeover and the accompanying marketing strategy aimed at a younger customer.