February 10, 2021 |
If you say you haven’t thought about buying a pair of Juicy Couture trackies at least once in lockdown, who are you kidding? Noughties fashion is having a bit of a moment as of late, and Juicy’s velour is at the forefront of this Y2K revolution. So how does the ‘OG of leisurewear’ go about marketing itself in an entirely new decade, home to a completely different fashion system?
The brand has cleverly turned to Raven – the London based PR agency who works with the likes of Richard Malone, Saul Nash, Fashion East and Charles Jeffrey Loverboy. Alongside handling the brand’s communications, Raven will be working closely on Juicy Couture’s creative direction moving forward.
And what a way to christen the partnership! For the brand’s SS21 campaign, Raven and Juicy Couture have brought together a cohort of London’s finest creatives working today. Photographed by 10 Magazine contributor Aiden Zamiri, and styled by Georgia Pendlebury, the campaign unites a group of young female entrepreneurs from the Big Smoke’s beauty and fashion industries. This includes Keash London founder Taiba Akhuetie, Sharkkini boss Sharkkana Pryce and the designer behind upcycling brand 1XBlue, Lois Saunders.
The brand has a new designer, Amy Gibson, who previously headed Beyoncé’s Ivy Park team. Her first collection is quintessential Juicy, now retuned for generation Instagram. Think bodycon dresses, bedazzled tees and bikinis, as well as those all-important velour trackies with ‘Juicy’ stamped across the derrière. Go on, get a pair, and let your bum do the talking!
Juicy Couture: Come Hell or High Water
Creative Direction & Casting: Raven
Photography: Aiden Zamiri
Styling & Consultancy: Georgia Pendlebury
Make-up: Lynski
Hair: Issac Poleon
Nails: Sylvie Macmillan
Set Design: Stefania Lucchesi
Production: Object and Animal
