Sara De Boer / Retna Ltd.
Sara De Boer / Retna Ltd.

Angelina Jolie has been dismissed as the face of luxury label St. John after bosses decided the famous actress was overshadowing the fashions she modeled.

The tattooed "Tomb Raider" star signed up with the designer brand in 2005, replacing supermodel Gisele Bundchen, and has been featured in their ad campaigns ever since.

Blonde beauty Kelly Gray, the daughter of the brand's founders Robert and Marie Gray, previously posed for the upscale firm.

But now top executive Glenn McMahon has dropped Jolie in favor of red-headed model Karen Elson for the spring campaign.

McMahon tells WWD.com that Jolie "overshadowed" the brand, adding, "We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette. We needed to show a modern point of view of St. John. We have evolved."