Juicy Couture gets Snap happy

Rosie H-W stars in hi-tech new campaign

From M&S’s winter wonderland to the hot sun of LA: Rosie Huntington-Whiteley made history on Saturday as she took part in the first ever fashion campaign shoot via Snapchat with Juicy Couture.

The forward-thinking US label jumped on Snapchat’s addition of ‘Snapchat Stories’, which allows users to post images for 24 hours (rather than the seconds-long window that made its name), having Inez van Lamsweerde and Vinoodh Matadin shoot Rosie and fellow campaign star Emily DiDonato for its spring/summer 2014 campaign.

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Which brought with it its own unique challenges, as Michelle Ryan, Juicy Couture’s vice president of global digital and social strategy, told Fashionista.

‘It’s all very ‘of the moment’ – as is all social media – but with Snapchat, every image and video is a raw file and you only get one chance to get it right,’ she noted.

Unperturbed, Rosie not only nailed it, but found time to take part in a little live tweeting herself, Instagramming an pic of herself and DiDonato wearing bright baseball caps and coloured streamers with the caption: ‘Juicy colours @juicycouture @emilydidonato1@inezvinoodh’. That's our girl.

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