BEHATI PRINSLOO does a capsule Collection for JUICY COUTURE BLACK LABEL


BY KENNETH RICHARD

In another sign that the tide is changing from celebrity focus to celebrity/model focus, model Behati Prinsloo has teamed up with Juicy Couture to launch a capsule collection entitled “Behati”.  The move follows on the heels of a Tommy Hilfiger’s recent announcement that model Gigi Hadid would design a collection for the house.

The idea that models would become brands in their own right has been around for years, but with the advent of social, it is more meaningful today that ever. Just look at the launch strategy of Alexander Wang’s latest campaign to see just how far the pendulum has swung.

To help drive home the collection which is available on April 15, creative director Roi Elfassy teamed up with photographer duo Inez Van Lamsweerde & Vindooh Matadin to highlight the tone midriff of Prinsloo. The campaign and collection have a colorful roller-girl vibe of the early 80’s which falls right in line with the DNA of Juicy Couture.

Creative Director | Roi Elfassy
Photographer | Inez Van Lamsweerde & Vindooh Matadin
Models | Behati Prinsloo
Fashion Director | Daniel Packar
Stylist | Carlyne Cerf de Dudzeele
Hair | Garren
Makeup | Dick Page
Choreographer | Steven Galloway


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