Joanna Reagan Ewing

Juicy Couture for UO

Juicy Couture for UO

For the global launch of Juicy Couture for UO, the UO Marketing and Imagery team chose RnB star Tinashe to model the brand's signature looks. Petra Collins photographed the press-worthy editorial, which was conceived as an aesthetic homage to our favorite female RnB icons of the 90's.

Tinashe's live launch performance in Los Angeles was supported by custom embroidery, giveaways, and a live Q+A broadcast. Mobile videos, influencer and user-generated content, e-commerce creative, and retail display imagery rounded out the campaign. 

Credits + Thanks

Brand Partner
Juicy Couture

Editorial Photographer 
Petra Collins
Featuring 
Tinashe

Creative Director, Brand Imagery
Bobby Whigham
Director of Content + Curation 
Rachel Albright
Director of Brand Marketing
Stacey Britt Fitzgerald
Music Director
Ron Ubaldo
Spaces Director 
Tania Enriquez
Styling Lead
Brittany Asam

Global Executive
Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date
Spring 2017

“The 14-piece collection is totally unique in its kind and does an amazing job at marrying the two brands’ overall messaging. Playful, but intimate, and incredibly cool to the core — this is a collab you definitely don’t want to miss out on." 

—Teen Vogue, Juicy Couture and Urban Outfitters Release a Collection