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Behind the Scenes of Juicy Couture's California-Cool Campaign

01/18/2012 at 12:00 PM ET

Juicy Couture Photos
Courtesy Juicy Couture

Juicy Couture’s spring ads — shot on the sunny streets of Beverly Hills — have us wishing we could be California girls. Shot by fashion photographers Inez Van Lamsweerde and Vinoodh Matadin and featuring up-and-coming model Anna S., the breezy photos have a Clueless-meets-The-Hills kind of vibe.

What’s even more fun are these exclusive Polaroids, taken while Anna and the crew goofed off on set. Between the palm trees and the super-sweet ride, it seems like it was a fun place to be.

Juicy Couture Photos
Courtesy Juicy Couture

According to Juicy, the ads will debut in March fashion magazines, with complementary videos airing on and eventually New York’s Taxi TVs and on domestic Virgin American flights — bringing that brand of California cool to everyone.

“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, tells WWD. “We … 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.” Tell us: What do you think of Juicy’s spring ads?


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