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Juicy Couture is in a Beverly Hills State of Mind

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Photos via Juicy Couture

Juicy Couture is emphasizing its Cali roots in a just-debuted spring/summer 2012 campaign. The ads, featuring model Anna Selezneva, were shot in Beverly Hills by famed Dutch duo Inez van Lamsweerde and Vinoodh Matadin, who have worked on the campaigns of Balenciaga, Dior, Miu Miu, Isabel Marant and YSL, among others.

LeAnn Nealz, the president and chief creative officer of Juicy Couture, told WWD that the company wanted to "make the essence of Los Angeles a main character in the campaign, to emphasize the laid-back glamour inherent in our DNA.” Meanwhile, Juicy founders Gela Nash-Taylor and Pamela Skaist-Levy, who severed ties with the brand two years ago, will be showing their new "California Eccentric" line, Skaist-Taylor, at New York Fashion Week next month.
· Juicy Couture [Official Site]
· Juicy Couture's L.A. Girls: A Look at the Spring Campaign [WWD, sub req]