The 00s icon has released its latest campaign, proving that it can stick to its roots and also serve us high-fashion drama.
Juicy Couture is perhaps best known for featuring as the tracksuit brand of choice for stars such as Paris Hilton, Jennifer Lopez, Britney Spears and Madonna.
The brand is undergoing a reinvention of sorts, after teaming up with Vetements for its SS17 line. Now Juicy Couture is experiencing renewed popularity among the fashion elite.
Their SS20 Collection stays true to where the brand began. The collection includes a series of soft velour tracksuits, hooded leotards, catsuits and form-fitting dresses. And yes, the brand’s iconic diamante logo features throughout the line.
Accessories are also on the cards, including shoes, hats, handbags and standout silk gloves.
The collection comes after parent company ABG signed a long-term contract with apparel company Bartra Group. The change aims to release a new range of garments and accessories aimed at the European market.
ABG’s president Jarrod Weber stated:
“As the Juicy Couture brand continues to grow and evolve, it is our priority to enlist industry-leading partners in key brand territories to expand the business and design product that is authentic to the brand’s DNA and meets the needs of the Juicy Girl.”
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