Photo: Courtesy Juicy Couture
There was a moment that everyone had a Juicy tracksuit in their closet.
The brand skyrocketed in the early 2000s, with their love of velour, ‘Juicy’ monogrammed on your backside and over the top, cotton candy wigged advertisements that made Juicy Couture the must-have brand for women of all ages.
The luxury comfort brand made it more than OK to walk out of your house in sweatpants, made its founders Pam and Gela household names, and expanded into everything from apparel to fragrances to accessories.
However, it began a slow decline that it was never able to escape… until now.
Photo: Courtesy Juicy Couture
For the Fall 2015 campaign, Juicy Couture Black Label has tapped famed photographers Mert Alas and Marcus Piggott, along with stylist Carlyne Cerf de Dudzeele to give Juicy the facelife it has desperately needed. No longer a brand based in nostalgia, or known for its brightly colored tees, it holds onto to its unique approach to fashion while stripping down the campaign against a white backdrop and ditching the velour for a mod, rock-n-roll vibe.
The “Couture Noveau” does exactly what it says. It gave Juicy a modern and up to date makeover with geometric prints, distressed denim, tweed jackets and lace cutout dresses.
Starring models Taylor Hill, Romee Strijd, we have a feeling that once again, Juicy Couture will be the brand all the it-girls want, and not just a reminder of Paris Hilton’s rainbow collection of tracksuits.
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