Juicy Couture President and Creative Director LeAnn Nealz described the change in the ads, saying, “We really wanted to stand behind the couture in Juicy Couture with this campaign so we played more to our fun, glamorous unapologetic side.”
Raquel Zimmermann, who’s posed for Chloe and Louis Vuitton, among others, modeled a school-girl inspired tartan blazer and skirt that makes us think of Cher Horowitz of Clueless. She also poses in a black fur coat and red pants against a black, white, and turquoise background. The ads are pretty generic (and as bizarre as the old Juicy ads were), but there’s something kind of classic and beautiful about their whimsical backgrounds and soft color schemes.
The ad was shot by power duo Inez van Lamsweerde and Vinoodh Matadin, who also shot DKNY’s fall campaign. In addition to the couture ads, the couple did the fall campaign for the Juicy’s fragrance, Viva La Juicy.
The perfume ads sound a little more characteristic of the brand. Model Sasha Pivovarova lies on a couch with the signature oversized perfume bottle. We haven’t seen the ad yet, but the description makes it seem more classic Juicy — past ads have featured models dressed in oversized bows and hats, styled like Marie Antoinette, and made to look like dolls.
Also to look forward to from the brand: a revamped way to wear the terry cloth track suit that originally put Juicy on the map! Nealz said Juicy “wanted to showcase the true evolution of the brand’s most iconic item, the tracksuit, styled with modern ready-to-wear pieces.” We’re hoping she means more juicy ball gowns, like the one Erin Fetherson wore last year that left us shockingly craving velour for the first time since middle school.
Check out the ad below. Our biggest qualm is Zimmermann’s leg on the right. It looks a little out of place, no?
this is some kind of spaceship or something.