Fashion keyboard_arrow_right Features keyboard_arrow_right News

Fashion brand Juicy Couture adds fuel to ‘nostalgia fire’, announces NYFW debut

Juicy Couture Spring 2017
Image Courtesy: juicycouture.com

Is it already time to get nostalgic for the 2000s? The early noughts’ darling velour tracksuit brand Juicy Couture sure thinks so!

The Californian casual wear brand has announced its runway debut at the upcoming New York Fashion Week to showcase its Fall/Winter 2018 collection. The location has not been disclosed as of yet but the show will be held on February 8 i.e. today

The show line-up will comprise of their Juicy Couture Black Label pieces as well as the more accessible Juicy by Juicy Couture assortment. While the collections are sold at Topshop, ASOS and other retailers in the US, the runway show will have some exclusively designed pieces as well.

The fashion brand was recently acquired by Authentic Brands Group and has been going through various marketing adjustments to bring its last decade’s relevance back. Last season, the brand a special event at Rockefeller Center for people to immerse in the new Juicy experience under new Creative Director Jamie Mizrahi, a stylist with starlets Katy Perry and Riley Keough on his client list.

“Jamie has enlisted a unique approach to design where she has tapped into the Juicy archives modernizing design elements that made Juicy Couture so iconic,” said Natasha Fishman, Executive Vice President of Marketing at ABG.

Plotting for a big turnaround, the LA-based brand that rose to fame thanks to the likes of Paris Hilton and Britney Spears in its heyday, is now being spotted on millennial favourite influencers Rihanna, Kylie Jenner, and Selena Gomez.