NEW YORK, Aug. 17, 2011 — This fall, Juicy Couture debuts its new fashion campaign “Couture is Here” with a bolder is better aesthetic celebrating the evolution of the iconic track suit by tempering it with tailored essentials.
Shot in New York City, by Inez Van Lamsweerde and Vinoodh Matadin and featuring Brazilian model Raquel Zimmermann, the imagery has a playful edge that is both flirty and sophisticated, capturing the moment when “that” impossibly cool girl returns home from a fantastic night out—sparkling with mischievousness.
“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.”
Daring, bright and confident, the Juicy Couture girl is fearlessly reenergized for fall. The main spread juxtaposes two images of Zimmermann — one in black and white, clad in a tartan plaid kilt, double breasted blazer and a “Couture is Here” emblazoned tee piled with layers of necklaces; the other in vivid color, featuring a black faux fur “Teddy Bear” jacket and red tricot track pant.
Featuring some of the biggest names in fashion, the campaign was styled by George Cortina, with makeup by Dick Page, hair styling by Eugene Souleiman and set design by Stefan Beckman. The “Couture is Here” advertising campaign will debut across the country in stores in late August 2011, and follow with a comprehensive media plan spanning national magazines including Vogue, Teen Vogue, Harpers Bazaar, Vanity Fair, Interview as well as digital and outdoor advertising beginning September 2011.