A parody on the influencer culture

JUICY Couture is playfully poking fun at the influencer industry with its Autumn 2018 campaign.

The fashion brand has taken to Instagram to unveil its latest ads, which see up-and-coming influencers such as Devon Lee Carlson,

Tanya Kizko and others showcase its latest tracksuits and ready-to-wear separates.

Each of the images is branded with the tonguein-cheek slogan “Paid partnership with Juicy Couture” and the hashtag #Juicyad. According to Fashionista, the campaign’s stars worked with stylist Daniel Packar to incorporate the clothes into a look that nodded to their own personal style and individuality.

“The evolving landscape of social media and marketing was the inspiration behind the Autumn 2018 Juicy Couture campaign,” the brand told Fashionista. “[It’s] a wink and nod to the regulations set forth to keep influencers and brands authentic in the evolving industry.”

The campaign is the latest bold move for Juicy Couture, a label which was once synonymous with noughties-style velour tracksuits but which has been navigating a comeback over the past few months.

The brand is making strides to put itself firmly back on the fashion map, taking to the runway at New York Fashion Week back in February for the very first time, and teaming up with luxe streetwear brand Vetements for a Spring 2017 collaboration.