Juicy Couture is making its New York Fashion Week debut this season.
Yes, that's right. 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.
Catwalk is just one stage in Juicy's revival plan. Stage two? Influencers.
'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 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.'
And which piece in particular was it that made Juicy so iconic? Yup, the velour tracksuit is back - and has already been spotted on the likes of Rihanna, Kylie Jenner, Selena Gomez and Lady Gaga, to name but a few. Although Mizrahi is keen to point out that that's not all they will be focusing on.
'Juicy Couture is synonymous with the tracksuit, an association that is a great source of pride for us,' she said. 'That said, as a global brand it's important that consumers know we offer so much more.'
The autumn/winter 2018 show will pieces from the Juicy Couture Black Label and will debut at New York Fashion Week on February 8.
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