24 Aug. 2009
JUICY COUTURE UNVEILS DO THE DON’T’S CAMPAIGNFashion’s September issues have hit the newsstands featuring some of the most year’s most lavish editorial spreads and ad campaigns. But the one capturing a lot of attention is Juicy Couture’s new campaign, which encourages consumers to ditch social etiquette and “Do the Don’t’s.” The campaign, designed by Buero New York and shot by London-based photographer Tim Walker, launches this September and merges the absurb with the beautiful featuring models cavorting about a mansion party in various states of dress. The accompanying slogans scrawled in multicolored finger paint meanwhile read “Make A Mess,” “Be Silly” (eyewear), “Talk to Strangers,” “Be Loud” (kids), “Be Late” (timepieces), “Be Bored” (swimwear), “Make A Scene” (featuring a fashionable woman wearing enormous bunny ears), “Go Over Board” (featuring an androgynous model exposing a nipple in female dress), “Spoil Yourself” (for the new Couture Couture fragrance) and “You Can Always Get What You Want.” “We have never been ones to follow the rules or take ourselves too seriously,” said the brand founders Pamela Skaist-Levy and Gela Nash-Taylor. The 360-degree campaign includes national print, outdoor billboards, online advertising, in-store signage and windows, product merchandise and short video clips for each category. The company, which currently has 61 retail locations across the US, is set to expand to 66 standalone stores stateside and 27 retail locations overseas, including a flagship store on London’s Bruton Street, by year-end.
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