L.A. VIBE: Juicy Couture is playing up its Hollywood connections.
Juicy Couture Black Label Collection, which is distributed in 58 countries and sold overseas in full-price stores, shops-in-shop, outlets and on an e-commerce site, will launch a fall campaign shot by Inez Van Lamsweerde and Vinoodh Matadin on Sunset Boulevard in L.A.
The campaign, dubbed “Return to Hollywood,” stars model Martha Hunt and is styled by Carlyne Cerf de Dudzeele. Moto jackets, leopard print skinny jeans, fitted skirts, lace dresses, metallic accessories and track dressing are featured to evoke the essence of L.A. style with a rocker flair. The campaign images will break globally this fall in North America, Asia, Europe, The Middle East, Africa, and Latin America in such magazines as W, V, Interview, Love, T: The New York Times Style Magazine, Elle, Harper’s Bazaar and InStyle.
Authentic Brands Group, which acquired Juicy Couture last October from Fifth & Pacific Cos., for $195 million, will be opening new Juicy concept stores in the U.S. next year that will carry Black Label Collection. The existing sites operated by Juicy’s former owner are in the process of being shuttered. ABG declined to reveal the fall ad budget.