The Juicy Couture fall 2015 campaign is a fresh outlook for the brand’s image. The collection is not the usual ‘a school girl gone luxe’ Juicy Couture lineup. This time, the attitude of a youngster wearing pink glasses is blended with the style of a grown businesswoman. The brand has put a lot of effort to stop being associated with the typically sexy style, which many critics and fashion lovers have been known to consider as cliché. And to do that, they created a line that would preserve the brand’s well-known style, which is already its credo, but would still blend well with a more serious and wearable set.
And why is that? Well, we know that months ago Juicy Couture told the reporters they wanted to expand their territory and become an international phenomenon. Of course, with plans like these, their usual target group would be too small for taking over the stage. So to do that, obviously, the brand needs to satisfy a variety of tastes and meet the expectations of absolutely different people. And that is exactly why Juicy Couture created a collection for a wider audience. But wait, there is still more! With such grand vision of the future, the brand needed to use more publicity. And to get more attention Juicy brought up the strongest weapons they could have. For their fall 2015 ad campaign, they invited such legendary and iconic figures as the brilliant Mert Alas and Marcus Pigott, the two photographers who made up a colossal combination. The brand also invited the well-known and outstanding stylist – Carlyne Cerf de Dudzeele and the glowing couple of beautiful models – the dazzling Taylor Hill and Romee Strijid with her pronounced cheekbones.
And, must we tell you, the brand succeeded in their aims! Despite the enormous amount of bright colors, especially the teenage-pink, the line is pretty much suitable for daily life. The grey sport-suits, though slinky and seductive, are quite comfortable. The interestingly striped women’s suit in the same color of exciting elegance – grey – might be appropriate for meetings or other formal events. Of course, this works only if you’re extravagant enough to wear shorts to a meeting. And the doggy Taylor is handling in her hands does somehow fit for that character of extravagance. The black and white flowery skirt in a tandem with the intentionally informal jacket and hat being the right look for an outrageous personality going to a dinner party. And the informal looks in girls’ beloved colors complemented with the symbol of luxury – fur – are the perfect choice for an evening walk or a big party.
So, Juicy Couture did a marvelous job in finding a new vision of the brand, yet staying true to its origins. Seems like their large-scaled plans have a good chance of coming true!
Photos courtesy of Juicy Couture