Juicy Couture is the latest in a long line of fashion brands taken to using blogging site Tumblr.

Aiming to connect to its fans more than ever before, the launch will see behind-the-scenes access to the company, as well as insights into the inspirations and favourite things of the brand.

“We are thrilled to announce that Juicy Couture has joined the Tumblr world. Our blog is your VIP, All Access ticket to the Juicy Couture show. It will feature snippets of inspiration, behind the scenes glimpses of photo shoots and daily intel of an insider’s life at Juicy,” the brand’s president and chief creative office LeAnn Nealz told WWD.

The brand has also signed a number of “Guest Couturists”, otherwise known as contributing bloggers, including Karla’s Closet, The Clothes Whisperer, My Style Pill and The Man Repeller. They will create original content such as styling posts, or responses to the company’s “21 Juicy Questions” series.