Photography via twitter/@juicycouture

Juicy Couture is Finally Making Its NYFW Debut

It’s hard to look back on the ’90s and early 2000s without a flood of memories of velour tracksuits courtesy Juicy Couture. But the brand’s resonance in recent times hasn’t been quite as impactful, leading its creative team to make some calculated moves to get its groove back. From announcing their own TV show, rebranding as the Black Label, and collaborating with Vetements on a Spring 2017 collection that had everyone talking, the latest chapter in Juicy’s road to reinvention involves a show at New York Fashion Week.

Photography via Instagram/@juicycouture

Once largely forgotten, the brand quickly started climbing back up the ladder after celebrity stylist Jamie Mizrahi was announced as the creative director of the brand last August. She reframed the brand as it quickly became a social media favourite all over again and more than just a ’90s throwback. The velour tracksuit has since been spotted on Rihanna, Kylie Jenner, Selena Gomez and Lady Gaga.

“Juicy Couture is synonymous with the tracksuit, an association that is a great source of pride for us,” Mizrahi told Business of Fashion.”That said, as a global brand it’s important that consumers know we offer so much more,” she added.

Their first runway show in New York proves that Juicy Couture still hasn’t lost its touch and is only moving forward as the brand continues to grow. The show will feature pieces from Juicy Couture Black Label as well as their casual clothing line.

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