Kate Winslet has replaced Angelina Jolie as the new face of St. John.

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Actress Kate Winslet has been named the new face of luxury knitwear label St. John, replacing former ambassadors Angelina Jolie and Karen Elson.

Rumours of a rift between St. John and Jolie arose last year, with some media outlets hinting that Jolie "had issues with the dresses she was required to wear".

However, the brand maintains that the dissolved partnership was amicable, and despite stating that it "(wanted) to make a clean break from actresses and steer away from blondes", St. John says it chose Winslet to represent the 2011 line because she "embodies the modern sensibility of (the brand)".

In turn, Winslet said she'd decided to accept the offer because she believes it reflects how real women live and dress today. "The St John collection is effortless and chic. I am excited to collaborate with George and work with St John."

Famed fashion photographer Craig McDean shot the upcoming advertisements, which will appear from September onwards in the US.

Meanwhile, Jolie, who St. John claims "overshadowed" the brand, has reportedly secured a $10 million dollar deal as the new face of Louis Vuitton.

Watch Angelina Jolie talk adoption.