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