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Memo Pad: Kate Winslet Strikes a Pose... Reader’s Digest Shuffle...

Kate Winslet turns sultry for St. John in the brand’s fall ad campaign, a key part of its strategy to reposition the brand for a younger customer.

STRIKING A POSE: Kate Winslet turns sultry for St. John in the brand’s fall ad campaign, a key part of its strategy to reposition the brand for a younger customer. Shot in April at a retro Jersey City movie theater, Winslet appears in figure-hugging St. John dresses, stretched full-length on stage or perched sexily on a chair. The campaign, which drops in September books, is part of the actress’ year-long contract with the California-based knitwear house and mark the first time she has done a fashion campaign. “They want to keep it looking like me and not have it look like me pretending to be a model wearing these clothes,” said Winslet of the concept. “I’m obviously not a model. I’m not the size of a model. I don’t have the face of a model or the shape of a model.”

— JESSICA IREDALE

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