Juicy Couture
Juicy Couture launches DIY Charm Collection. IBTimes

Amidst a sea of fashion journalists and a swirl of candy colors, Juicy Couture unveiled its DIY Charm Collection at its Madison Avenue boutique.

Some might think Charms? Isn't Juicy known for its charms already? but the DIY line is unlike any other. We used to have just the chunkier charms, said store supervisor Stacey Zoecklein. Now we have this new daintier line that you can mix and match with anything.

The myriad of charms would make any girl swoon. From strawberries to elephants, initials to geometric shapes, the DIY collection fits every style. Materials like pave and rose gold will add chic accents to any wardrobe.

As fashion bloggers, journalists and mavens mingled around the room with pink fizzy cocktails in hand, Juicy employees worked to fit each lady with the perfect charm.

Ashmalli Anthony said to think of this as a collection for just sorority girls is a misconception. I think this collection broadens the age gap, Anthony told us, dressed in a white and navy striped shirt and sharp blazer as she greeted guests at the main counter.

It launched at the beginning of January and it really is a lot different from our other collection. I allows you to do it yourself. It is just mores you; the the Juicy girl across the board.

The charms are currently available in Juicy stores and online in three price groups $28, $32 and $38.

Up next for Juicy Couture are its print and digital ads for the Spring 2012 line. Shot in Beverly Hills by Inez Van Lamsweerde and Vinoodh Matadin, the print ads feature model Anna S posing with wind blowing through her hair.

I loved how Inez and Vinoodh make Anna look - she is the quintessential Juicy girl, LeAnn Nealz, president and chief creative officer of Juicy Couture, told Women's Wears Daily. We also worked with them to make the essence of Los Angeles a main character in the campaign, to emphasize the laid-back glamour inherent in our DNA.

The campaign will hit the March issues of Vogue, Vanity Fair, InStyle, Elle and Glamour.

Also, check out exclusive coverage direct from the runways at New York Mercedes-Benz Fashion Week from the International Business Times on IBTimes Fashion & Life Facebook and IBTimes Fashion & Life Twitter pages beginning Feb. 9.