Juicy Couture's Latest Campaign Goes High Fashion

It has never been a brand that's particularly associated with high fashion (ironic, despite the "couture" in its name), but Juicy Couture released its Fall 2015 campaign, and it feels way more high fashion than past ads have. Guess Juicy's international expansion called for a slightly more sophisticated image.

The new feel is no accident. For the just launched campaign, Juicy recruited famous fashion photographers Mert Alas and Marcus Piggott, and iconic stylist Carlyne Cerf de Dudzeele. The ads, which are usually shot on location somewhere bright, beautiful, and sunny, instead feature models Taylor Hill and Romee Strijd in front of a stark, white background, brooding and pouting for the cameras. This minimalistic approach definitely highlights the clothing, rather than letting the setting overpower the shot.

Though you'll still find the trademark Juicy sweatsuits, the ads definitely feel edgier, and a bit more grown up (well, as grown up as track suits can be). This campaign could be a step to purge the classic Juicy Couture stereotype from the brands image and trade up to a hipper, more fashion forward fan base. The ads will be featured in several high fashion magazines, including V Magazine, Vogue Paris, Love Magazine and Porter Magazine.

Images: Juicy Couture