Women’s Wear Daily
04.19.2014
fashion-memopad
fashion-memopad

Memo Pad: Juicy Couture's New Campaign... Anna Wintour Honored...

Juicy Couture is breaking out two new ad campaigns in September magazines.

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FRESHLY SQUEEZED ADS: Juicy Couture is breaking out two new ad campaigns in September magazines. One is for Juicy Couture sportswear, with the tag line “Couture Is Here” that’s written across model Raquel Zimmermann’s T-shirt. The ads, which show stylish images of Zimmermann with wind-swept hair, were shot in Manhattan by Inez van Lamsweerde and Vinoodh Matadin. “We really wanted to stand behind the couture in Juicy Couture with this campaign so we played more to our fun, glamorous unapologetic side,” said LeAnn Nealz, president and chief creative officer of Juicy Couture. “We also wanted to showcase the true evolution of the brand’s most iconic item, the tracksuit, styled with modern ready-to-wear pieces.” Print ads will run in Vogue, Teen Vogue, Harper’s Bazaar, Elle, Vanity Fair, Interview and select regional magazines, as well as select key outdoor markets, including New York.

For ads for its Viva La Juicy fragrance, which is one of the top 10 prestige fragrances in the U.S., the company chose Sasha Pivovarova as the model. The ads, which feature Pivovarova lying on a couch holding a big bottle of Viva La Juicy, were also shot by van Lamsweerde and Matadin. “We took our inspiration from a beautiful girl in the afterglow of a wonderful evening,” said Nealz. “She gets dressed in couture, goes out to a party, has a great time, and even possibly gets into a bit of trouble. Nothing says ‘Viva La Juicy’ better than that.”

Juicy officials declined to disclose the fall ad budget for both campaigns. The fragrance ads are slated for the September editions of InStyle, Nylon and Teen Vogue, and the October editions of Vogue, Teen Vogue, Marie Claire and Nylon.

— Lisa Lockwood

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