Juicy Couture, of pink velour tracksuit fame, is re-emerging from the late ‘90s, early ‘00s heyday of reality TV to make a runway debut during New York Fashion Week.
If this news immediately fills your nostrils with the nostalgic scent of wild berries and juicy mandarin followed by honeysuckle, you’re not alone—the label has been working toward a calculated resurgence for some time now.
A 2015 rebranding saw Juicy Couture’s main collection become the more elite-sounding Juicy Couture Black Label, a Spring 2017 collaboration with Vetements brought the sparkly butt logos of yesteryear back into fashion’s [rear]view, and tracksuit cameos on the Instagram feeds of celebrity trendsetters like Kylie Jenner, Selena Gomez, and Rihanna have plopped Juicy on the saturated radar of a new generation. The latter can be attributed to the marketing prowess of Juicy Couture’s new creative director, and the stylist behind many a Hollywood It-girl, Jamie Mizrahi.
This time, though, it seems the brand is focusing its ambition toward very wearable, very trendy pieces besides tracksuits.
Somewhere, from the penthouse of a luxury high-rise, Paris Hilton can be heard murmuring, “That’s hot.”