All About Juicy Couture: How Fresh Collaborations Launched the Brand’s Gen Z Comeback

 
 
 

Best known for its iconic velour tracksuits, Juicy Couture has expanded from its home in Los Angeles to reach fans across the globe. The brand is no stranger to unique and unexpected collaborations with familiar industry names like Kraft Mayo, Stoney Clover and Red Robin, blending its signature Y2K style with today’s top trends. As it enters new markets and categories, Juicy Couture is reinforcing its place in the fashion space while ushering in the next generation of it girls around the world.

 

 

THE JUICY UNIVERSE

 
 

Juicy Couture came to life in the mid-‘90s, when it introduced the tracksuit that would soon see itself adopted by some of the biggest names in the fashion, music and entertainment industries.

Early adopters of the iconic set included Paris Hilton, Lindsay Lohan and Jennifer Lopez—all of whom helped propel the brand to an extraordinary level of covetability.

From opening up shop in Las Vegas to setting foot in China, London and more, Juicy Couture pushed further into distribution and accessed a broader audience worldwide.

Following its acquisition by Authentic in 2013, Juicy Couture became synonymous with hype and nostalgia, bringing together generations of fans as it explores new collaborations and categories.

 

 

UNEXPECTED COLLABORATIONS

 
 

RED ROBIN

Juicy Couture and casual dining chain Red Robin served up a tasty twist on the velour tracksuit with The Juicier Collection.

The limited-edition line celebrated Red Robin's most flavorful burgers, featuring a set emblazoned with the word “Juicier” on the back and Red Robin’s logo on the hip and chest.

 
 

REEBOK

Reebok and Juicy Couture teamed up on a limited-edition footwear and apparel collection that blended some of the most iconic fashion trends of the ‘90s.

Seamlessly fusing Reebok’s sports heritage style with the trendsetting fashion legacy of Juicy Couture, the capsule included five footwear silhouettes and eight apparel pieces.

Tracksuits, graphic tees, bodysuits and more were also infused with signature Juicy elements, such as velour textures, rhinestone details, metallic accents and pink and black colorways.

 
 

ATHENA CLUB

The exclusive Juicy Couture x Athena Club shower set brought together two icons—Athena Club’s innovative approach to skincare and Juicy Couture’s unapologetic, playful glamour—for the ultimate Y2K dream.

The luxurious collection was designed to offer the ultimate body routine for seriously soft skin: the Gentle Sugar Scrub to start, the Fluffy Shave Butter for prep and the iconic Razor Kit in Juicy Couture’s classic pink shade for a smooth finish.

 

 

GLOBAL PRESENCE

 
 
 
 

BRICK AND MORTAR EXPANSION

CHENGDU AND WUHAN, CHINA

Juicy Couture Kids opened two new retail locations in the Chinese cities of Chengdu and Wuhan as it continues its expansion in the Asia-Pacific region.

The California-founded brand’s children’s offshoot creates fun and unique designs that bring out kids’ confident and expressive nature through apparel. Each store also showcases Juicy Couture’s offerings for pets, in addition to other accessories.

 
 
 
 

RETURN TO UK HIGH STREET

WESTFIELD, STRATFORD, EAST LONDON

Juicy Couture has set foot in East London with a new 1,200-square-foot space in Westfield, Stratford. Devoted fans will get the chance to experience the brand’s irreverent attitude through a space that brings a contemporary design aesthetic to the graffiti-inspired artwork and neon lights decor for which Juicy Couture is known.

With its return to the U.K. high street, Juicy Couture will showcase its holiday collection, dubbed “Once Upon a Time.” The line fuses its early 2000s it girl aesthetic with whimsical fairytale charm through a range of styles from intimates to pajama sets. Fronted by influencer Cindy Kimberly, the accompanying campaign will be highlighted in the store’s opening window display and run throughout the holiday season.

 

 

ICONIC COLLECTIONS

 
 

DIRTY LONDON

Previewed during Paris Fashion Week, Juicy Couture’s first-ever menswear label debuted in fall 2024.

Dubbed Dirty London, the U.K. menswear line embraced the city’s rich cultural landscape, taking design cues from the brand’s signature looks to reimagine its iconic tracksuit and offer a contemporary take on luxury streetwear.

 
 

HERITAGE 2.0

Following a successful first heritage drop, Juicy Couture U.K.’s partner, Batra, released the second iteration of the Heritage Collection, which celebrates the brand’s roots as an iconic name in fashion.

Featuring beloved classics such as matching tracksuits and crown-logo tees, the collection incorporates bamboo qualities for an environmentally friendly update.

 
 

MERMAID MAGIC

A premium and elevated selection of Juicy Couture’s signature styles, including its iconic velour tracksuits, hoodies and pants, was highlighted in the brand’s spring ‘24 collection.

Inspired by mystical mermaid magic and the allure of the ocean, the bold assortment features rich and distinctive colorways in shades of aqua blue and sea foam green for a catchy maritime flair.

 
 

FOR THE BRIDE-TO-BE

From bachelorette weekend to the big day itself, Juicy Couture’s bridal tracksuits add a touch of glam for the bride-to-be and wedding party.

Available in four shades of velour and customized bling options, the pieces make memorable keepsakes for the whole squad.

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FALL IN LOS ANGELES

Taking cues from the summer, Juicy Couture’s fall 2024 line shines a spotlight on sunny Los Angeles. The campaign is shot throughout the city featuring stops in Beverly Hills and Downtown LA.

Led by the iconic Juicy Couture tracksuit, the collection features a variety of colorways from hot pink and navy blue to bright red.

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HOLIDAY SPIRIT

Juicy Couture's holiday line blends classic elements with a celebratory twist. The collection focuses on festive pieces in luxurious fabrics like crushed velvet, sequins and metallics, with a palette that ranges from deep jewel tones to icy silvers and bold golds.

For the season, the brand’s tracksuits were upgraded with crystal embellishments and satin detailing, adding extra shine for holiday spirit. The line also features dresses, jackets and loungewear, as well as handbags, chunky statement jewelry and winter essentials like faux-fur stoles and beanies.

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COMING SOON…

FANS ASKED, JUICY COUTURE DELIVERED

The iconic Daydreamer Bag will soon be available in four original colors.

 
 
 

 

PRESS HIGHLIGHTS