Angelina Jolie dumped from knitwear label

Reuters

TOO WELL KNOWN: Angelina Jolie poses at the premiere of the movie 'The Curious Case of Benjamin Button'.

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Angelina Jolie was dropped as the face of St. John because she "overshadowed" the brand.

The 34-year-old actress - who is regularly regarded as one of the world's most beautiful women - will no longer promote the luxury knitwear label because bosses believe her celebrity status is too overpowering.

The label's chief executive officer Glenn McMahon told WWD: "Angelina overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette."

Instead, the actress - who raises six children with partner Brad Pitt - has been replaced by red-headed model Karen Elson as the face of their Spring/Summer 2010 range.

McMahon explained: "We needed to show a modern point of view of St. John. We have evolved."

Executive vice president of design, George Sharp believes the flame-haired beauty is the "epitome" of what St. John represents.

He said: "Karen is the epitome of the modern day woman...the St. John woman... strong, confident, sensual and approachable with effortless glamour."

Their latest advertising campaign includes a series of images featuring the stunning model's blood red hair contrasting dramatically with dark grey and black outfits.

- Bang! Showbiz