YOU NEED TO OWN IT

As the project photographer, my goal was to reimagine Juicy Couture for a modern audience while honoring its iconic Y2K heritage. This campaign set out to capture the brand’s unapologetic attitude and feminine confidence, not through nostalgia alone, but through a contemporary lens that speaks to today’s fashion consumer.

My approach focused on blending the playful glamour and bold self-expression that defined Juicy’s past with the refined visual sensibilities of the present, creating imagery that feels both timeless and freshly empowered.