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When thinking of the Joop! brand, I’m tempted to envision bright colors, cheery models and sunny settings (with a name like Joop! how could it be anything but?). The Joop! Spring Summer 2010 campaign, therefore, comes as a pleasant surprise.
According to Design Scene, Joop! has gone in a new direction with this campaign, which depicts scenes of nighttime mystery, dark colors, and shadowy interiors. Photographed by Markus Jans, the Joop! Spring Summer 2010 campaign features models AJ Abualrub, Mat Gordon and an unknown female hiding in dark corners and decked out in hip, secret agent-like garb.