Karlie Kloss was recently unveiled as the new face of Juicy Couture's Fall 2012 ad campaign and the match works perfectly. 'Karlie is the perfect Juicy girl - beautiful, all-American and confident', LeAnn Nealz, Juicy Couture's President and Chief Creative Officer, said in a statement. ' But what really sets her apart is her wonderful and vibrant energy,' she added and besides, anyone that can make a velour jumpsuit look good is pretty major in my book.
But don't worry, the campaign isn't all velour and tracksuits. Over the past few years the brand has worked hard on expanding their repertoire by creating more fashion-led pieces that offer up something that goes beyond the aesthetic that they're most commonly known for and so far, the changes are going down well.
To accompany the release of the campaign images, the brand have also released a series of fun behind-the-scenes shots showing Kloss lying on the san in Malibu, playing with a dog and posing on a lifeguard stand.
Despite being tired after just arriving back from the Paris shows, everyone made sure to attend the Juicy Couture masquerade party last week. To celebrate the launch of their collaboration with blogger Fifi Lapin, guests enjoyed special cupcakes and chocolates designed in Lapin's signature illustrations along with champagne a good mix of old school 90s r'n'b along with new Rihanna and David Guetta.
At a recent Juicy Couture event, guests were luck enough to leave with the brand's latest fragrance, Peace, Love and Juicy Couture. Tapping to all things hippy and 60s, the scent is the perfect light and airy fragrance for the summer months. The bottle features a heart-shaped peace sign and hot pink tassels, and is wrapped with a beaded turquoise bracelet that doubles as a cute accessory, fitting the brand's fun and girly image.
Marcy Fisher, vice president of fragrance marketing for the brand recently explained that the scent was "inspired by the bohemian sensibilities of Malibu, with a Native American touch." It's strong when first sprayed but settles down into a fresh and floral fragrance with earthy tones composed of meyer lemon blossom, wild hyacinth, sweet apple accord, blackcurrent, jasmine absolute, star magnolia and sweet patchouli flower.
We're sure you've seen the ad campaign - a product of the work of Steven Meisel, Pat McGrath and Orlando Pita - and if you manage to smell it, we
The fragrance is available as 30, 50 and 100 ml EDT, as well as EDP edition in all department stores.
In the lead up to last weekend's royal wedding, we were lucky enough to be invited to visit Juicy Couture's flagship and showroom on London's Bruton Street. Although all things royal isn't perhaps the first thing that springs to mind when you think of the American brand, after attending their space it quickly became clear that traditional British heritage is important to the brand.
Built in 1706, Juicy Couture's London space is actually the former home of famous couturier House of Hartnell who is one of the most acclaimed couture houses in Britain and is famed for designing the wedding dresses of both Princess Margaret and Queen Elizabeth II. So as you can imagine, wedding dress and speculations about Kate's dress were in abundance. The brand found it imperative to restore the building and maintain the traditional Georgian feeling whilst harmonising it with the signature Juicy Couture aesthetic.
Building aside, the clothes were also on display. Relatively recently the brand launched Bird by Juicy Couture, which is a more fashion based collection that really proves that the brand is a lot more than their signature tracksuits.
Last night, Bond Street was packed full of fashionistas and shoppers alike who all came out to celebrate Vogue's Fashion's Night Out. Just in case you were one of the few that didn't make it, here's the low down of what happened and who was there.
Back in April, Erin Fetherston was hired as creative consultant and guest designer at Juicy Couture. Since the brands co-founders have decided to launch a new label, Fetherston will remain at Juicy until the end of 2011.
Having already shown a promising holiday collection, which WWD reported as including "bugle-beaded blazers, sateen-trimmed jackets and beribboned draped skirts to bustier dresses," the designer is under pressure to deliver. There have been various complaints earlier this year about the fit and quality of the garments, with major fashion players saying that the brand needed to be reinvigorated. Hopefully bringing Fetherston in will reinvent the brand to a better version of itself.
We were left slightly confused when it was announced in May that Erin Fetherston had been appointed creative consultant to Juicy Couture. Sources at the time put the decision down to them trying to rebrand themselves and create a fresh buzz amongst retailers. All that side, the question on everyone's minds was how Fetherston's ultra feminine style would work alongside the velour tracksuit aesthetic of the Juicy Couture that has become synonymous for WAGs and chavs.
Last week, these teaser images of the 11-piece collection were released showing the champagne velour floor-length dress that the Fetherston wore to this year's Met Ball. Unfortunately I wasn't convinced of using velour on a floor length gown then and have failed to be convinced now. However, a black bat wing dress was a lot more appealing and definitely singalled a step in a good direction for the brand.
Talking exclusively to WWD, Fetherston said she was inspired by the 70s and more specifically Bianca Jagger and Studio 54. Although the reference wasn't clear in the released images, I'm sure it will become more so when the whole collection is finally unveiled.