Everyone at Talent Management knows Juicy Couture for their love-them-or-hate-them velour tracksuits. But it seems the American brand is now steering away from that look with a chic new campaign.

Having just checked out Juicy Couture’s 2011 spring ad campaign – which made its debut on a Sunset Boulevard billboard in LA – we were pleasantly surprised.

Not only did one of the most iconic fashion photographers of all time – Steven Meisel – shoot the ad, but we were happy to see top models Daria Strokous, Hanne Gaby and Viktoriya Sasonkina fronting the brand.

And for bonus points, the boho-chic campaign, which channels the 1970s Laurel Canyon look, doesn’t have a single velour tracksuit in sight!

Talent Management is loving this new look, which, despite being shot in New York City, seems to be returning to the brand’s Californian heritage. We think this is thanks to one of the most sought-after stylists in the fashion industry, Lori Goldstein, who styled the models beautifully. With a laid back West Coast feel, created with accessories including guitars, floppy hats and plenty of hippy-esque bangles, this has to be one of our favourite campaigns this spring!

What do you think?