《Juicy Couture @ SS2012 Ad Campaign》

Juicy Couture SS2012 ad campaign is approaching spring in a new way, with a bright and inventive SS2012 Collection that reflects the brand’s renewed commitment to design, quality and fashion, and an innovative campaign that will utilize both print and digital media. Shot in Beverly Hills by celebrated fashion photographers Inez Van Lamsweerde and Vinoodh Matadin, and featuring top model Anna S, the campaign portrays the confident, fun, glamorous identity of the brand’s Los Angeles heritage.  “This was truly an inspirational shoot.  I loved how Inez & Vinoodh made Anna look – she is the quintessential Juicy Couture girl, ” says LeAnn Nealz, President and Chief Creative Officer of Juicy Couture. “We also worked with them to make the essence of Los Angeles a main character in the campaign to emphasize the laid back glamour inherent in our DNA.”
Featuring some of the biggest names in fashion, the campaign was styled by Melanie Ward, with makeup by Tom Pecheux and hair styling by Duffy. It will debut with a comprehensive media plan, spanning national magazines including Vogue, Vanity Fair, InStyle, Elle, and Glamour in March 2012. The print campaign will be further enhanced by a behind-the-scenes video, giving the public a glimpse into the exciting shoot that will debut on JuicyCouture.com prior to the ad campaign release. In addition to the print campaign, Juicy Couture will also rely on a more creative way of speaking to their customers, employing a digital video campaign, featuring renowned models Mirte Maas and Kasia Strauss, and directed by filmmakers Santiago and Mauricio Sierra. The series of short videos will make its debut on JuicyCouture.com in January and will be shown on Taxi TV during fashion week, digital panels throughout New York City in March, along with extensive online media exposure.
“The breakthrough of our digital campaign is one of the most important platforms we will employ this season,” states Ms. Nealz. “It is a necessity that will help us engage directly with our loyal customers, while attracting a new audience to experience our new creative direction. We are excited to share a glimpse into the Juicy Couture girl’s life through these six unique 15-second clips.” Additionally, all domestic Virgin Airline flights will screen the short videos, further enhancing the image of Juicy Couture as a transcontinental, metropolitan and universal fashion brand.

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