At Its New Madison Avenue Flagship, St. John Launches a Chic Vintage Edit Curated by Lilah Ramzi

On the quaint corner of 65th and Madison Avenue lives St. John’s new home and currently, its glass door reads “Curated by Lilah Ramzi” in big white letters. Ramzi, Vogue’s very own editor and fashion historian, hosted a cocktail party celebrating an edit of vintage St. John, which guests could purchase and, in some cases, wear straight out of the store. Ramzi is known for her affinity for 1960s-era fashion, so her spearheading the first-ever vintage curation with St. John, which was founded by Marie Gray in 1962, made perfect sense.

The new flagship store transports shoppers to its Southern California roots—the aesthetic is brought to life with natural wood elements, mid-century modern furniture, and an abundance of natural light, as well as a vibrant “wall of spool” paying homage to the brand's signature knitwear. A staircase takes guests up to the second floor, which displays the Pre-Fall 2024 collectsion—a colorful display of jewel tones, poppy prints, and classic bouclé knits. Downstairs, Ramzi held court surrounded by her vintage edit—a preview of a fuller edit dubbed St. John Select, which is launching online at St. John later this month.

Among the shoppers were Leandra Medine Cohen, Jacquelyn Jablonski, Tina Leung, Gigi Burris, Alessia Fendi, Camille Opp, Laurence Milstein, Elisee Browchuk, Stephanie Nass, and Sara Klausing, who turned up in her mother's vintage St. John—"Look at these buttons!" she showed another partygoer.

St. John’s CEO Andy Lew tells Vogue, “The partnership with Lilah was so organic. We really wanted to create something that a new generation can enjoy; showcasing vintage pieces that feel incredibly modern yet classically St. John."

Of sourcing the vintage, Ramzi adds, “There have been so many moments when I've walked around the Vogue office, saying ‘Thanks, it’s vintage St. John!', so to be able to share these vintage pieces so others can do the same is such a treat!" Dressed in a black “Santana” oversized St. John Evening knit piece she has owned for years, Ramzi added, “Andy encouraged me to source fashion I would wear myself, so it felt like the ultimate shopping spree!”

As one of the oldest American luxury brands, St. John’s has barely wavered from its original identity, crafting superb knitwear with a SoCal easy elegance. That said, there has been a fascinating evolution of labels and logos as the brand evolved—its first labels utilize a gothic typeface that's long been phased out. At first glance, the garments look fresh and even on trend, with classic silhouettes and chic details such as frilled collars or beaded accents.

As guests came and went, they also spent a bit of time in the dressing room. Plucking a knitted vest with crystal buttons (which feels very au courant) from the 1980s off of a display case, Burris is eager to sport it around town: “Should I just change into this in the cab on my way to my dinner?”