Juicy Couture is back at NYFW
Juicy Couture is making its New York Fashion Week debut this season.
The California brand famous for the ubiquitous velour tracksuit of the ’90s and ’00s – as made popular by Paris Hilton et al – has undergone a serious revamp in recent years, since the company’s assets were acquired by Authentic Brands Group in 2013 for $195 million, reports The Business of Fashion.
There were rumblings of its resurgence this time last year. The main contemporary collection was rebranded as Juicy Couture Black Label in 2015, but the brand was given the ultimate fashion seal of approval for spring 2017, thanks to a collaboration with Vetements.
In the brand’s heyday during the mid 1990s, everyone from Madonna to Victoria Beckham was seen in the pastel-coloured tracksuits. There’s been a definite feeling of ’90s nostalgia in the fashion industry of late, with logos in particular coming back into mainstream style, which means its perfect timing for a Juicy renaissance.
Its first New York catwalk show reflects a fresh start – Juicy is back and means business. In September last year, the brand quietly held a small-scale presentation for the first collection under new creative director Jamie Mizrahi, a Hollywood stylist whose clients include Katy Perry and Riley Keough.
“We have enlisted literally hundreds of influencers from around the world to tell the new story of Juicy through their personal experiences- how they wear it, how they style it, how they make Juicy their own,” Natasha Fishman, executive vice president of marketing at ABG, told to Bof.
“Jamie has enlisted a unique approach to design where she has tapped into the Juicy archives modernising design elements that made Juicy Couture so iconic.”
The autumn/winter 2018 show will include pieces from Juicy Couture Black Label alongside the more casual range, Juicy by Juicy Couture, which is available at high-street retailers like Topshop and online at ASOS.
ABG is a brand development, marketing, and entertainment company, which owns a global portfolio of lifestyle, celebrity and entertainment brands. Headquartered in New York City, ABG manages, elevates, and builds the long-term value of consumer brands by partnering with best-in-class manufacturers, wholesalers, and retailers. Our global retail footprint spans the luxury, specialty, department stores, shop-in-shops, ecommerce, mid-tier, and mass channels.
