On a set in an old theatre in New Jersey, movie actress Kate Winslet is being photographed for the new campaign for an American label called St. John. This is mildly interesting but not that relevant to our lives. What is relevant is the universal search for clothing to fit a real person's body, and this is what Kate was talking about in the shoot. This is one of those rare campaigns that looks like it was designed to celebrate women's natural body shape, as opposed to disguise it or hope there are no curves at all. For this it deserves the exposure and props.

Despite the declaration of St John that they "wanted to make a clean break from actresses and steer away from blondes" only a couple of years ago, they have hired Kate, who succeeds red-head model Karen Elson, who in her turn replaced Angelina Jolie. I think it is a great choice if they want to appeal to women across all age groups and dress sizes. Good for them. It's something I will probs now go looking for on my next visit to the States. Interesting.