You won't be seeing Angelina Jolie in any more St. John ads.
Chief executive officer Glenn McMahon tells Women's Wear Daily that the actress, 34, "overshadowed the brand."
"We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette," he added.
Replacing Jolie? Red-headed model Karen Elson.
Elson, 30, is the wife of White Stripes rocker Jack White, with whom she has two kids.
"We needed to show a modern point of view of St. John," McMahon explained. "We have evolved."
The ads, directed by executive vice president of design George Sharp, will launch in the February issues of Vanity Fair, Harper’s Bazaar and Vogue.
News of Jolie's departure as the face of St. John was first announced in June 2008. She had been with the company for three years.
"It was a great run we had," McMahon said at the time. "Three years is a long time to maintain any campaign, and we felt it was time to do something new and different."