We love teaming up with cool brands to create identities for their kids’ collections so when we were approached to launch Juicy Couture Girls in the UK, we couldn’t wait to get started.
Having now worked with the brand on three seasons, we’ve created junior campaigns that have all of the usual Juicy Couture attitude, confidence and girl power vibes. We want our Juicy Couture girls to be strong role models, they don’t take themselves too seriously but they’re ones to watch.
For the recent campaign imagery and film, we hit up one of London’s top hang out spots to create a cool, street-inspired visual direction. With collections featuring the iconic Juicy branding and velour casual-luxe pieces, we wanted to re-imagine the Juicy Couture cool-girl edge for a younger customer without compromising on styling and personality.