Juicy Couture is upping the ante this year with some gorgeous autumn winter 2011 campaign images starring Raquel Zimmermann and shot by Inez Van Lamsweerde and Vinoodh Matadin. The campaign, themed “Couture is Here,” shows a more tailored side to the brand. This isn’t just a company that sells velour tracksuits, although there is a tracksuit bottom in the campaign. Juicy has, in fact, evolved past the iconic Juicy rear end and moved into producing looks that are “impossibly cool” and of the moment.
“We really wanted to stand behind the couture in Juicy Couture with this campaign so we played more to our fun, glamorous, unapologetic side. We also wanted to showcase the true evolution of the brand’s most iconic item, the tracksuit, styled with modern, ready-to-wear pieces,” says LeAnn Nealz, President and Chief Creative Officer of Juicy Couture. “It’s a fresh, bold look for us—definitely an exciting time.”
Items featured in the campaign are already available to buy in stores. I do love the “no waiting” approach to advertising. Nothing worse than seeing something you have to wait to purchase!