Prepare for a rush of ‘90s and ‘00s nostalgia: Juicy Couture is back under the spotlight after its tragic departure in 2014, when the company closed all of its U.S. stores. The surprising comeback took place in July of last year with a bold Vetements collaboration and couture show in Paris. Although nothing can truly take the place of the iconic tracksuit, Juicy Couture has one of the best in their corner: Jamie Mizrahi. The announcement came yesterday that this celebrity stylist has officially been appointed the brand’s creative director. Mizrahi has current plans to update the tracksuit and make it more appealing to the modern woman by implementing elements of athleisure.
She wants to make sure that her intentions are clear as she says to WWD, “I am not trying to reinvent Juicy… What I’m doing is taking the history that is so special and continuing to make it feel fun and wearable by bringing back silhouettes and materials and making them work for the modern woman.” Mizrahi knows a thing or two about Juicy through working with one of their biggest fans, Nicole Richie, as well as other celebrities such as Katy Perry, Riley Keough, Sasha Lane, Suki Waterhouse, and more.
Sentimental Juicy lovers are in luck as Mizrahi also tells Vogue, “There has to be a balance of old, nostalgic pieces and new [ideas], but that’s the fun part of being at a brand like this.” Memories associated with Juicy Couture and love for the original tracksuit are strong, so this mindset is a necessity. It is extremely evident that while Jamie Mizrahi has only just started at Juicy, she already has a particular vision that sounds like it will be a huge success in the future. There are exciting collaborations in the works and Mizrahi shares that the Spring ’18 collection will be presented during Fashion Week in September. Juicy lovers, make room in your closets!
The post This Celebrity Stylist is Reviving the Juicy Couture Brand appeared first on brandchannel:.
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