Juicy Couture celebrates 21 years of its iconic tracksuit with its Fall 2016 #TRACKISBACK Advertising campaign, paying homage to the brand’s glamorous, fun, irreverent spirit and L.A. heritage. This Fall Juicy Couture enlisted a global girl squad of 21 models and influencers to share how they wear their Juicy Couture track.
To add a local touch to this campaign, Juicy Couture has collaborated with 13 ‘Real women’ from India who have excelled in their respective fields of expertise. The India Girl Squad features Nina Shah (DJ/Music Composer), Mallika Haydon (DJ/Lyricist), Aashna Shroff (Fashion Blogger), Santoshi Shetty (Architect & Fashion Blogger), Larissa D’Sa (Youtuber & Graphic Designer), Saanchi Gilani (Fashion Stylist), Ayesha Billimoria (Athelete & Fitness Coach), Anisha Jain (Celebrity Stylist), Sony Kaur (Model), Smita Singh Rathore (DJ, Designer, Stylist, Co-founder Magnetic Fields Festival), Sonam Chandna (Make-up artist), Abhilasha Devnani (Celebrity Stylist) and Tanya Saxena (Bharatnatyam dancer).
The cast was shot individually for a black and white portrait in the iconic track pieces, as well as in a lifestyle environment to express their personal style and attitude. Juicy Couture will also debut a behind the scenes campaign video that taps into the individual personality of each influencer, as they confess about their first tracksuit.
The Juicy Couture India Girl Squad will be revealed over the course of the next few weeks on social media. The Juicy squad will post original content on their social channels featuring how they express their personal style and individuality with Juicy Couture track, inspiring followers to adopt their own track looks using #TRACKISBACK.
Juicy Couture Black Label is available across 4 stores in India across New Delhi, Gurgaon, Chandigarh and Mumbai.