St. John and Edie Parker Tap Leighton Meester for Campaign
St. John and Edie Parker have collaborated on a limited-edition collection of Tweed Burn Bags, choosing Leighton Meester to front the ad campaign.
Edie Parker introduced The Burn Bag in 2023 — known for its integrated retractable lighter holster — and the collaboration uses St. John blankets knit from archival yarns at its Southern California headquarters, creating one-of-a-kind pieces.
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“We loved how open St. John was to collaborating on the Burn bag,” said Edie Parker founder Brett Heyman, who has expanded her brand with a range of cannabis and cannabis fashion accessories with Flower by Edie Parker. “Now, of course you can use this bag for all fire needs — lighting candles, burning bridges, roasting marshmallows. But a lot of our ladies use the lighter to spark their joints. Edie Parker embraces irreverence and a sense of humor, so we thought fabricating this bag in a classic, ladylike, vintage-inspired St. John knit was just perfect. St. John totally got it, loved the idea of T-Weed, and we made it happen.”
Best known for her role as Blair Waldorf in “Gossip Girl,” Meester reprises her ultimate Upper East Side, “good girl gone bad” persona for the face of the campaign, in custom St. John tweed shot by photographer Christian Soria. “Leighton, as the iconic Blair Waldorf, is the quintessential uptown girl with an uptown wardrobe, who is underneath it all, kind of a bad girl,” Heyman said. “She is the perfect blend of classic and naughty, which we both thought perfectly embodied St. John x Edie Parker.”
The Edie Parker x St. John in Silver Eyelash Tweed retails for $395 and the Burn Shoulder Bag in Rainbow Tweed retails for $425. Both will be available for presale on Saturday exclusively at stjohnknits.com and edie-parker.com.
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