Behind the Scenes of Juicy Couture's California-Cool Campaign

01/18/2012 at 12:00 PM ET

Juicy Couture Photos
Courtesy Juicy Couture

Juicy Couture’s spring ads — shot on the sunny streets of Beverly Hills — have us wishing we could be California girls. Shot by fashion photographers Inez Van Lamsweerde and Vinoodh Matadin and featuring up-and-coming model Anna S., the breezy photos have a Clueless-meets-The-Hills kind of vibe.

What’s even more fun are these exclusive Polaroids, taken while Anna and the crew goofed off on set. Between the palm trees and the super-sweet ride, it seems like it was a fun place to be.

Juicy Couture Photos
Courtesy Juicy Couture

According to Juicy, the ads will debut in March fashion magazines, with complementary videos airing on and eventually New York’s Taxi TVs and on domestic Virgin American flights — bringing that brand of California cool to everyone.

“I loved how Inez and Vinoodh make Anna look — she is the quintessential Juicy girl,” LeAnn Nealz, president and chief creative officer of Juicy Couture, tells WWD. “We … worked with them to make the essence of Los Angeles a main character in the campaign, to emphasize the laid-back glamour inherent in our DNA.” Tell us: What do you think of Juicy’s spring ads?


FILED UNDER: Designers , Exclusive , Fashion , Models
Add A Comment

Got something to add to this post? Fill out the fields below to make a comment, ask a question or share a tip. We'd love to hear from you.

Note: If this is your first time commenting on Style News Now, your comment will need to be approved by our moderator before it will appear. Thanks for your patience, and check back again soon.

Showing 0 comments

From Our Partners


Get every new post delivered to your Inbox.

Join 2,513 other followers

Sign up for our daily newsletter and other special offers.
    Choose your newsletters
Thank you for signing up! Your request may take up to one week to be processed.
    see all newsletters