Karlie Kloss is getting a workout this year. She’s the face of the fall Juicy Couture ad campaign, photographed by Inez Van Lamsweerde and Vinoodh Matadin. The campaign is another step in the brand’s reimaging and turnaround efforts.

The ads, produced and shot in Los Angeles and depicting the West Coast lifestyle, will break in the September issues of Vogue, W, Vanity Fair, Elle, Harper’s Bazaar, Teen Vogue and InStyle. Juicy will also be a featured contributor on Nowmanifest.com for the month of August. The Juicy blog will serve up original content about fashion, beauty, music, film and culture. 

(via WWD)