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Juicy Couture is aiming the spotlight on the next generation of consumers. Its spring campaign, dubbed Juicy Next Gen, comes on the back of the fall campaign, entitled “TrackIsBack,” and expands on the idea of the Global Girl Squad by partnering with the next generation of Juicy girls. They include Paige Reifler, Chiara Scelsi, Isabella Peschardt, Rubina Dyan and Sarah Snyder. These girls express their personal style through a mix of fashion and track looks, while embodying the brand’s Los Angeles lifestyle. The ads were shot by Ezra Petronio.

Featured in the ads are dressy and casual pieces, as well as sunglasses, footwear and fragrance.

Throughout the season, Juicy Couture will activate its social campaign #JuicyNextGen showcasing how influencers and fans express their style and individuality. A new digital destination for #JuicyNextGen content goes live this month on the brand’s web site. The spring 2017 collection launched globally today in stores and online at juicycouture.com.

Juicy Couture Black Label is sold in about 250 Juicy Couture stores and select department stores in approximately 60 countries throughout North America, Europe, Asia, Latin America, Africa and the Middle East.

Juicy Couture is a trademark owned by ABG Juicy Couture LLC.

Last week, it was reported that a new capsule, Juicy Couture for Urban Outfitters, a limited-edition collection offering Juicy’s signature tracksuits, T-shirts and intimates, was going into Urban Outfitters stores globally and on the web site Feb. 13. The collection is being carried in 70 doors across the U.S. and Canada, including New York, Los Angeles, Miami, San Francisco, Montreal, Toronto, Honolulu, Vancouver and Brooklyn.

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