It's been nearly four months since Juicy Couture revealed its plans for a lofty, international expansion — a plot that includes opening 133 stores over the next five years. But with 202 brick-and-mortar locations already in countries like South Korea and Mexico, scale has never been an obstacle for Juicy, particularly overseas. Many American customers, however, still seem to associate the Los Angeles-based brand with velour track suits and bedazzled t-shirts. With its fall campaign, perhaps the brand hopes to put itself on the fast-track toward eliminating — or at the very least, lessening — that connection.
Juicy brought in the big guns, including iconic fashion photographers Mert Alas and Marcus Piggott, as well as legendary stylist (and part-time tracksuit enthusiast) Carlyne Cerf de Dudzeele. Dubbed "Couture Nouveau," the ads are the first in several seasons to be photographed in front of a white, seamless background, rather than on location. The collection's blingy prints and punchy colors, then, speak for themselves, with some help from buzzy models Taylor Hill and Romee Strijd.
And while the bronzed and glossy pair do, in fact, showcase tracksuit sets, they're far from the hot pink versions of "The Bling Ring" fame. Like much of Cerf de Dudzeele's work, the styling is more wearable than it is sexy, aspirational without looking clichéd. And, with their high-fashion styling and photography, the ads will run in the fall issues of some high-fashion glossies, including V Magazine, Vogue Paris, Love Magazine and Porter Magazine, according to Women's Wear Daily.
What do you think of Juicy Couture's new image?