by Emily Draznik on
In a new initiative to promote their products through a digital focus, Juicy Couture is utilizing controversial photographer Terry Richardson to shoot their shoppable holiday video starring Candice Swanpoel.
Terry Richardson started out at as photographer whose style was considered to be very provocative, but now more commercial brands are utilizing his talent and fame. Juicy Couture is the latest to jump on the Richardson bandwagon and they have hired him to shoot a holiday digital short starring Candice Swanpoel.
With the increasing prominence of social media in day-to-day life, more labels are reworking their marketing strategies accordingly. In the past year since LeAnn Nealz has been the president of Juicy Couture, the focus of the company’s advertising has been digitally directed. With this digital short at the helm, Juicy Couture will launch one of its most social media driven campaigns yet. With the hash tag #givemewhatiwant, Juicy will launch initiatives on Instagram, Twitter, and YouTube.
This video follows the first digital short that was shot to coincide with the 2012 Fall campaign. Shot by Inez Van Lamsweerde and Vinoodh Matadin, it featured supermodel Karlie Kloss beating up a series of very masculine men. With Richardson, the brand is in hopes to introduce a new audience to Juicy Couture.
Let’s just hope Richardson’s reputation doesn’t surpass him and the newest Juicy digital short is just as successful as their first. And that no one within 50 feet of Richardson contracts an STD, but we would stand by our advice to always be prepared.
On top of being a Victoria’s Secret Model, Candice Swanpoel is definitely a force in the modeling world to be reckoned with. See how she ranks against other top supermodels here.