Juicy Couture is to hold its first-ever New York Fashion Week show.
The label, famed for the velour tracksuits that celebrities including Paris Hilton and Jennifer Lopez favoured in the early 2000s, will present its latest collection on 8 February (18).
After struggling to move past the success of its tracksuits, Juicy has enjoyed a revival of late, which began after Authentic Brands Group (ABG) acquired it in 2013.
The main contemporary collection was rebranded as Juicy Couture Black Label in 2015, and a year later, Demna Gvasalia’s label Vetements tapped the brand for a high-fashion collaboration. The garments were on show at Couture Fashion Week in Paris, with Gvasalia re-imagining the famous velour fabric.
And in September 2017, A-list stylist Jamie Mizrahi was hired as the new creative director.
“Juicy Couture is synonymous with the tracksuit, an association that is a great source of pride for us,” Mizrahi said, according to Business of Fashion. “That said, as a global brand it’s important that consumers know we offer so much more.”
Ahead of the show, Natasha Fishman, executive vice president of marketing at ABG, praised Mizrahi’s “unique approach” to Juicy’s newest chapter.
“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,” she shared. “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.”
As well as pieces from the Juicy Couture Black Label, there will be more casual designs from the secondary line, Juicy by Juicy Couture, on show at New York Fashion Week.
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