If you have been on Instagram for even 30 seconds in the last year, you know that #sponsored content is everywhere. Hashtags like #ad and #spon are popping up everywhere, as digital influencers are required to publicly disclose their paid promotional materials. The Instagram app itself has even recently influenced a “Paid Partnership with ______” tagline, which is sandwiched between the Instagrammer’s username and geotagged location. Now Juicy Couture, a beloved brand best known for its widespread influence in the early- to mid-2000s, is capturing the essence of modern 2018 fashion sales by poking a little bit of fun at the practice.
For the Juicy Couture Fall 2018 collection lookbook, all of the traditional outfit photos are framed with a can’t miss promo text in a bold font. Of course, these cheeky images look most at home on the brand’s own Instagram account, where they are already receiving a ton of attention.
“The evolving landscape of social media and marketing was the inspiration behind the Fall 2018 Juicy Couture campaign,” a brand rep told Fashionista. “[It’s] a wink and nod to the regulations set forth to keep influencers and brands authentic in the evolving industry. The Juicy Couture campaign gives a bit of a wink to these guidelines while to encouraging influencers to remain genuine to their personal style and audience as they support brands and product they are passionate about.”
For its campaign, the label tapped an international group of models and influencers with a social media following of their own. This includes models Ashley Shoemaker, Charlene Almarvez, Issa Lish, Nisaa Pouncey, and Tanya Kizko; owner of Wildflower Cases, Devon Carlson; and stylist Dakota Butler.
In their lookbook video together, the girls all hilariously said that they love wearing Juicy tracksuits – because the brand is paying them to wear them. Honestly, this kind of playful transparency is exactly the refresh the #sponsored Instagram world needed.
As for the clothes themselves, we’re pleased to announce that Juicy has modernized its iconic velour track suits, terry cloth leisure wear, and baby pink offerings to suit a street style star aesthetic. Sporting these ensembles just may gain you a few extra double taps on your own ‘gram.
Click through the gallery below to see the genius Instagram-ready advertising campaign that is the Juicy Couture Fall 2018 collection lookbook.
You can also catch the Juicy Couture Fall 2018 campaign ad in action by pressing play on the brand’s video below.
You can shop the full Juicy Couture Fall 2018 collection on the brand’s website and in select stores now.— Kristine Hope Kowalski