This fall Viva La Juicy debuts its new global advertising campaign to reflect the feminine, flirty style distinctive to the brand. In a collaborative approach between Juicy Couture and Elizabeth Arden, the new images reflect a modern and sophisticated take on the iconic best-selling fragrance, recognized the world over for its fabulous notes of mandarin, gardenia and sandalwood.
The evolution of the renowned fragrance’s image from a youthful aesthetic to a more stylish, elevated feel aligns with the brand’s current creative direction led by LeAnn Nealz, President and Chief Creative Officer. “We took our inspiration from a beautiful girl in the afterglow of a wonderful evening. She gets dressed in couture, goes out to a party, has a great time, and even possibly gets into a bit of trouble,” said Nealz.
Cutting-edge fashion photographers Inez Van Lamsweerde and Vinoodh Matadin, expertly capture the feminine spirit and modern sensibility of the Juicy Couture woman in the new campaign. The images feature the grand luxury of a chic Parisian apartment, a beautifully appointed elegant space that becomes an ornate hideout from paparazzi helplessly drawn to the Viva woman and her scent.
Top model Sasha Pivovarova, with her just-kissed lips, falling hair and smudged eyeliner, depicts a mischievous, fun-loving side to the brand’s ideal consumer a modern, relevant woman both educated and cultured, who never takes herself too seriously.
Viva La Juicy ads will debut across the U.S. in stores in late July 2011, followed by a comprehensive media plan, including print, digital and outdoor advertising in September 2011.
See the visuals below:
Photos by Inez Van Lamsweerde and Vinoodh Matadin
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