Juicy Couture Will Show at NYFW For the First Time

Juicy Couture Will Show at NYFW For the First Time

The brand is plotting their comeback, announcing their very first show at New York Fashion Week.

The brand is plotting their comeback, announcing their very first show at New York Fashion Week.

Text: Gillian Rivera

Needless to say, Juicy Couture dominated the early 2000s, becoming a favorite to all queens of the decade, including JLo, Kim K, and, naturally, Paris Hilton. Now, the brand is attempting a major revival. On February 8th, Juicy will join the New York Fashion Week lineup for the very first time.   

Riding on the wave of 90s sentimentality, Juicy was resurrected late last year and launched straight back into mainstream attention. Vetements lent a hand by collaborating with the brands for their Spring/Summer 2017 collection. Since then, the infamous Juicy logo has been spotted on today's Hollywood A-listers, including Kylie Jenner, Rihanna, and Selena Gomez. This new effort by the brand is unprecedented but by no means uncalled for. Jamie Mizrahi, who joined the Juicy crew in early 2017, says that the goal is consumer knowledge. “Juicy Couture is synonymous with the tracksuit, an association that is a great source of pride for us,” Mizrahi said in a statement. “That said, as a global brand it’s important that consumers know we offer so much more.”

The show will include the Black Label, as well as Juicy by Juicy Couture, the company’s more relaxed line, which is available at Topshop and ASOS. This NYFW show will be a real testament to whether or not Juicy can evolve past tracksuits and find some slice of longevity — we bet they can. 

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