Hey, Angelina: Is that St. John?

The makeover of St. John Knits continues with the expected announcement today that the tattooed tabloid temptress Angelina Jolie will be the next public face for the Irvine-based luxury knitwear.

The Wall Street Journal reported Wednesday that Jolie is next in line to bring a younger, fresher glamour to the company, long personified by the founder’s daughter, Kelly Gray. This September, for the first time in 22 years, Gray was replaced in the company’s ads by an outsider -- supermodel Gisele Bundchen.

In August, advertising agency executive David Lipman, who created the $5-million campaign with Bundchen, said that the company was seeking to amplify its Hollywood connections. Though Jolie may seem a radical choice, Lipman said the long-term strategy would maintain St. John’s conservative appeal.

“We are not going to make this into a trendy brand,” he said. Company officials were expected to announce details of the new arrangement at a news conference today.

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-- Valli Herman