Behati Prinsloo has stormed the catwalk for Victoria’s Secret; posed for legendary photographers Mario Testino and Juergen Teller; and been the face of DKNY Jeans, T by Alexander Wang and M Missoni. She’s campaigned for charitable causes close to her heart – including World Wildlife Fund and Goods 4 Good – and her photographs of the devastation left by the Haiti earthquake in 2010 were put to exhibition, with sales from the images raising funds for recovery efforts and rehabilitation. Heck – just when you think she hasn’t done it all, she’s even managed to marry a rock star (Adam Levine of Maroon 5).

So when Juicy Couture needed a powerhouse woman to front their new fragrance campaign – for the newly-released I AM JUICY COUTURE –  we can only assume Behati was the first name brought up on speed-dial.

Shot by renowned Norwegian photographer Sølve Sundsbø, the I AM JUICY COUTURE campaign talks of a girl who is “bold and fearless with an individual spirit and style that makes a statement to the world” – Behati certainly embodies this philosophy and then some.

The fragrance itself combines fruity, floral notes of gardenia, passionfruit and raspberry with amber and soft woody musks.

I AM JUICY COUTURE is available now at Farmers and selected pharmacies and department stores.

Watch the campaign film here: