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ROSIE HUNTINGTON-WHITELEY FOR JUICY COUTURE

The Los Angeles brand known for their velour tracksuits with the word ‘Juicy’ printed on the backside, have chosen Rosie Huntington-Whiteley as the face of their Spring/Summer 2014 ad campaign.

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Juicy Couture is one of the must-have brands for American girls and in their new campaign, which was shot at Venice Beach, the brand went all-out LA glam. Inez and Vinoodh shot the campaign in which Rosie and fellow model Emily Didonato lounge around in convertibles with massive curls and giant hoop earrings.

The range is largely made up of neon colours, Breton tees, and gingham bikinis. Rosie and Emily also model the trademark Juicy item – that famed velour tracksuit.

Despite the bold, bright campaign, things are not going as well for the brand as it once did. The line was sold from Fifth and Pacific to Authentic Brands Group (ABG) in September 2013. Since then, Juicy Couture has closed its flagship store on Fifth Avenue and now only sells their items at Kohl’s.

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26-year-old model Rosie on the other hand enjoyed a successful year last year. Not only did she design a collection for Britain’s version of Woolworths – Marks and Spencer – but she also walked in Paris Fashion Week for Balmain. This year she is putting her acting skills to the test with a role in the next Mad Max installment Mad Max: Fury Road.

Do you think this fun, 50s-inspired shoot breathes new life into Juicy Couture for 2014?

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