Tina Knowles has spent decades dressing other people. At 72, she has finally been asked to stand in front of the camera herself.
Vanity Fair reported that Knowles is fronting the creative relaunch of St. John, the American luxury house founded in California in the 1960s, in what amounts to her first-ever solo fashion campaign.
The move is overseen by the label’s new creative director, Humberto Leon, who co-founded Opening Ceremony and previously shared creative duties at Kenzo alongside Carol Lim.
The timing is worth pausing on. Knowles established the family’s presence in fashion long before either of her daughters, Beyoncé Giselle Knowles-Carter and Solange Knowles, became style figures in their own right, working as stylist, costume designer and creative force behind Destiny’s Child.
She dressed the group for their first Grammy wins in 2001, designed Beyoncé’s Oscars gown in 2009 under her House of Deréon label, and handled costumes for films including “Dreamgirls” and “Cadillac Records.” That a solo campaign is only arriving now says something about how long the industry took to recognize what she built.
The pairing with Leon has personal roots. Knowles told the outlet that the two go back a long time, describing him as one of Solange’s closest friends. Leon designed Solange’s 2014 wedding dress and, with Lim, created custom Kenzo pieces for Beyoncé to wear on tour. When he mentioned taking the St. John position, Solange told him her mother had long been a fan of the brand.
Knowles confirmed as much, recalling that St. John functioned as something of a family staple. She described Beyoncé wearing her mother’s St. John jackets with straight-leg jeans during her first year of high school, a look she called sophisticated for a 10th grader.
Years later, a teacher remarked that Beyoncé had dressed “grown,” which Knowles initially misread as a comment about modesty. She said Leon’s version of the label is edgier and sexier, which she considers a strong refresh.
Leon framed the casting decision plainly, telling Vanity Fair he wanted someone who genuinely loved and understood the brand, adding that “there’s nobody more mega than Ms. Tina.”
Knowles also reflected on how the industry has shifted around stylists, a role she helped elevate before names like Law Roach became stars themselves. Knowles said she respects the recognition, noting that people are finally being paid and treated seriously for work that qualifies as art.
Her advice for anyone building personal style was direct: figure out what genuinely excites you, because buying every designer without contributing your own personality makes you a good dresser rather than someone with real style.
