Since shifting the business model a few seasons ago, the team at JUICY COUTURE has been playing the field with a high/low strategy, while simultaneously growing its domestic and international licensing business. For their upstairs JUICY COUTURE BLACK LABEL  SPRING CAMPAIGN, Creative Director ROI ELFASSY enlisted photographer duo INEZ & VINDOOH to help them set the stage for their next wave of expansion. We spoke with Elfassy about how they are doing just that.


BY KENNETH RICHARD |  The Impressionist

Roi, some pretty great talent came together for this campaign – from Inez & Vindooh to Carlyne Cerf de Dudzeele. Nurturing the starving artist types, I see!
They are amazing. Actually, we’ve worked with everyone in this campaign before, but never all together, including Behati Prinsloo and Candice Swanepoel.

What is going on at Black Label?
Pretty great growth. We are in north of 200 Juicy Couture stores around the world now and growing. They love having these campaigns.

So let’s talk about that. You’ve done the whole Southern Cali thing for the last few seasons, why the change-up this one?
Juicy Couture started in LA and will continue to be that. We just wanted to switch it up for this season and have a bit more fun in studio. We started working in studio in the Fall 2015 campaign with Mert and Marcus, and felt that it was a good palate cleanse. This season we wanted to expand on that and felt that going in studio with Inez and Vindooh would be a great fit.

We’ve worked with Inez and Vindooh before, but never in a studio environment. Mostly location or set build. They are amazing in this kind of set up set-up and capture movement like no other photographers.
And the other dynamic duo?
That they are. We really wanted to feature the talent and product and make them both the heroes. Both Candice and Behati are a part of the brand’s fragrance pillars. Candice is the new face of Viva La Juicy and Behati is the face if I am Juicy Couture. So we’ve been working together for a while now and it was great to get both of them together in the studio together finally.
We are cooking something else soon with Behati that we’ll catch you up later on. Still a little early.

Looking forward to it. And good to see Juicy Cuture continuing to evolve. Thanks for the time.
Pleasure.

 

 


Creative Director | Roi Elfassy
Photographer | Inez Van Lamsweerde & Vindooh Matadin
Models | Behati Prinsloo & Candice Swanepoel
Fashion Director | Daniel Packar
Stylist | Carlyne Cerf de Dudzeele
Hair | Garren
Makeup | Dick Page
Choreographer | Steven Galloway
Production | The Collective Shift
Art Buying Production | Ewa Karcz