Launching its Spring 2015 ad campaign early January, Juicy Couture channeled the ultimate selfie with its Black Label’s “Couture Oasis” promotions which follows the Juicy girl as she escapes LA for relaxation and rejuvenation.
The campaign features model Edita Vilkeviciute as the free-spirited Juicy girl who continues her journey west for Spring 2015.
Recovering from the lavish indulgence of Holiday, The Parker Palm Springs becomes her exclusive hideaway where she is free to cleanse her sartorial palette and embrace the illustrious desert as her playground. From her ease of style to her effortlessly cool sensibility, she redefines her wardrobe with easy wear-now pieces.
Juxtaposing the hard and the soft, the collection is infused with a refreshed color palette, romantic florals and sporty details. The essence of Hollywood style – fun and carefree, yet always elegant – is explored through the collection’s offering of updated core wardrobe staples.
Lively prints and palm tree motifs are offset by neon pop embroidery and subtle tie-dye effects with hints of iridescence. Romantic touches are evident throughout, from cascading ruffles to sheer silks styled with tailored outerwear.
Juicy Couture’s iconic, casual luxury staple – track dressing – is redefined by pairing silk pants with luxe knit tops and soft leathers for a true go-anywhere look.
Directed and shot by Tarik Malak and Timothy Douglas, Juicy Couture’s fashion film, utilizing RED camera and GoPro Hero4 mixing “retro” and high-tech” methods, resulting in a vibrant range of color with striking shadows and highlight.
GoPro Hero4 cameras and drones perfectly capture scenic aerial views. Shot in reverse video sequence, the Juicy girl is featured taking a selfie then hitting the desert road towards a glistening cerulean pool – while in reverse, actions throughout the video paradoxically feel right.
Set to the hit track “I Ran,” by new-wave UK band Flock of Seagulls, the Spring 2015 video epitomizes the perfect “Couture Oasis.”
Juicy Couture partnered with two of the fashion industry’s legendary icons – stylist Carlyne Cerf de Dudzeele and photographer Hans Feurer for this campaign.