Luxe brand, Viva La Juicy has introduced 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.
"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," stated LeAnn Nealz, President and Chief Creative Officer of the brand.
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.
"Viva La Juicy's success presents the perfect opportunity to reinforce our support for the fragrance, reinvigorate the franchise and partner with Juicy Couture to present the new Viva La Juicy fragrance and fashion creative direction," stated Robin Mason, Senior Vice President of Global Marketing at Elizabeth Arden.
The campaign features super model Sasha Pivovarova depicting 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.