Snapchats typically consist of random, spur-of-the-moment pictures of fairly average activities shot by people with little real photography experience. But this weekend, the photos you receive via the messaging application might be a bit more glamorous and professional than usual.
On Saturday, Juicy Couture will shoot its spring 2014 campaign, which stars Rosie Huntington-Whiteley and Emily DiDonato, and the clothing company is inviting its 2.5 million online fans to join them via the popular photo sharing app.
The brand posted a message on its Facebook page encouraging those who want to be a part of its spring campaign shoot to add @JuicyCoutureLA on Snapchat.
"Did you hear that Snap Chat just got a little Juicy-er!? Add JuicyCoutureLA on Snapchat to receive exclusive behind-the-scenes access to our Spring 2014 photo shoot!"
Typically, photos sent using Snapchat can only be seen for a few seconds before they disappear forever, but thanks to a new featured called Snapchat Stories, Juicy Couture's images can be viewed for 24 hours after they are opened.
"We will be the first fashion brand to use Snapchat stories to release our campaign firsthand," Michelle Ryan, Juicy Couture's vice president of global digital and social strategy, told Fashionista.
"With Snapchat stories and the ability to keep 'snaps' for a full 24 hours, we saw the opportunity to give a true behind-the-scenes view."
"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," Ryan added.
"As a company, we have always been interested in sharing the Juicy lifestyle with our fans and social media has proven to be the best and most efficient platform to do so. We're excited to see how many fans we can reach."