"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.