Juicy Couture is creation a New York Fashion Week entrance this season.
Yes, that’s right. The California code famous for a entire velour tracksuit of a ’90s and ’00s – as done renouned by Paris Hilton et al – has undergone a critical revamp in new years, since a company’s resources were acquired by Authentic Brands Group in 2013 for $195 million, reports The Business of Fashion.
There were rumblings of a resurgence this time final year. The categorical contemporary collection was rebranded as Juicy Couture Black Label in 2015, though a code was given a ultimate conform sign of capitulation for open 2017, interjection to a partnership with Vetements.
In a brand’s heyday during a midst 1990s, everybody from Madonna to Victoria Beckham was seen in a pastel-coloured tracksuits. There’s been a clear feeling of ’90s nostalgia in a conform attention of late, with logos in sold entrance behind into mainstream style, that means a ideal timing for a Juicy renaissance.
Its initial New York catwalk uncover reflects a uninformed start – Juicy is behind and means business. In Sep final year, a code sensitively hold a small-scale display for a initial collection underneath new artistic executive Jamie Mizrahi, a Hollywood stylist whose clients embody Katy Perry and Riley Keough.
Catwalk is only one theatre in Juicy’s reconstruction plan. Stage two? Influencers.
“We have enlisted literally hundreds of influencers from around a universe to tell a new story of Juicy by their personal experiences- how they wear it, how they character it, how they make Juicy their own,” Natasha Fishman, executive clamp boss of selling during ABG, told BoF.
“Jamie has enlisted a singular proceed to pattern where she has tapped into a Juicy repository modernising pattern elements that done Juicy Couture so iconic.”
And that square in sold was it that done Juicy so iconic? Yup, a velour tracksuit is behind – and has already been speckled on a likes of Rihanna, Kylie Jenner, Selena Gomez and Lady Gaga, to name though a few. Although Mizrahi is penetrating to indicate out that that’s not all they will be focusing on.
“Juicy Couture is synonymous with a tracksuit, an organisation that is a good source of honour for us,” she said. “That said, as a tellurian code it’s critical that consumers know we offer so most more.”
The autumn/winter 2018 uncover will pieces from a Juicy Couture Black Label and will entrance during New York Fashion Week on Feb 8.