juicy couture is back, but not as you know it
They no longer belong among our memories of inflatable furniture and Y2K panic.
All images via @juicycouture
For most of us who had the distinct pleasure of coming of age in the 2000s, the words Juicy Couture evoke images of Paris Hilton and J.Lo rocking velour tracksuits, rhinestone sunglasses and possibly a newsboy cap. For the record, they did design other items, but the tracksuits are what have become iconic — okay, and maybe the fragrance.
For all the affection and nostalgia we hold for the brand, we hadn't anticipated a cultural come back until the Vetements crew got involved. The Paris based design collective asked Juicy Couture to be among the many brands they collaborated with for the Spring/Summer 17 season. You don't need us to tell you the results were as impressive as they were Instagram friendly.
Now with the launch of their Fall 2016 season, Juicy are once again are reminding us they don't belong among our memories of inflatable furniture and Y2K panic. For their new Nagi Sakai lensed campaign the brand called on friends, models and influencers such as Cipriana Quann and Ruby Aldridge to represent the new face of the label. Nagi's images are a fresh celebration of global youth and city living: think bare faces, perfectly undone hair and lots of languid looks across hallways.
In a statement the brand explained, "We're celebrating 21 years of our iconic tracksuit, enlisting a global girl squad of 21 models and influencers to share how they wear their Juicy Couture track." Hey, who didn't consider their place in the world on their 21st birthday?
While Demna Gvasalia may have said of the original velour offering, "I love the comfort of it and the trashiness of it," the new imagined tracksuit is right at home among fashion's current love affair with sports influenced street style. Nowhere is this more apparent than in their accompanying video, that sees their pals squirm while trying to describe themselves and reflect of their first tracksuit — oh the memories.
Text Wendy Syfret
Images via @juicycouture