Juicy Couture

Juicy Couture- a fashion brand based in Arleta, Los Angeles- was founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997 and was later purchased by Liz Claiborne Inc.

Founded in 1997 in Los Angeles by friends Pamela Skaist-Levy and Gela Nash-Taylor- poster girls for L.A.'s casual luxury look- the fashion brand was exciting, fresh and creative as it began retailing basics in fun fabulous colors. The low-riding drawstring pants, the gem encrusted velour tracksuits and form-fitting zip-up hoodies were hot-sellers. Much of the fashion brand's initial success was founded on celebrity relationships. In 2001 Juicy tracksuit was custom designed for Madonna and the pop icon transformed it into a fashion statement. Since, it became a rage among the celebrity set including Jennifer Lopez, Britney Spears, Cameron Diaz and Paris Hilton.

Shortly menswear and kids-wear were added to the product mix. Former Vogue Accessories Director Michelle Sanders came aboard to handle new licenses for jewellery, handbags and swimwear and the designer duo became co-presidents of the company. Per Forbes, "Sales volume at the peak was over $500 million. Juicy was sold in department stores Bloomingdale's, Lord and Taylor, Bergdorf Goodman, Nordstrom, Neiman Marcus and Saks Fifth Avenue. In addition to running its own full price specialty stores, eventually the brand opened over a hundred outlet stores… I watched big Juicy Couture departments shrink in stores like Bloomingdale's. It was an indication that sales were falling off…"

In 2003 Juicy Couture was acquired by Fifth and Pacific Company Inc. [formerly Liz Claiborne Inc. and now Kate Spade Inc.]. Shortly the demand for bright gem-encrusted apparel decreased and by 2010 Juicy Couture appeared to have fallen off the fashion zeitgeist. That year, LeAnn Nealz was made Chief Creative Officer and President. Per Vogue, "The time may have come when Seventh Avenue's lofty vantage point suddenly seems less relevant than the ground-level perspective of the designer as consumer." 

The fashion brand was resold to Authentic Brands Group in 2013 for reportedly $195 million. The new owners closed all existing locations and opened a hundred-odd stores and in-store shops over the next five years, in the United States, New York, Los Angeles and Vancouver to reposition the fashion brand. Shortly- the brand launched Juicy Couture Cosmetics. The brand described the products as "a line of playfully provocative, limited edition cosmetics featuring bold colors and finishes that are as fun and fearlessly expressive as the women who wear them… this collection contains everything you need to convey your inner bad-girl hero: lipsticks- lip glosses- a liquid liner- a face + eye palette- and a multipurpose lip + eye topper" per the company release.

Since.. things have been looking up. 2020 was the comeback year and the brand hired Amy Gibson as Design Head to bring it up to speed. Per Tattler "In terms of inspiration for the new JC.. Gibson explains her main focus was on re-establishing her customer… "The Juicy Girl" has been a college student for so long she's now graduated, grown up and evolved; she's now a woman. She still appreciates the core values of the brand but she's now more empowered, more sophisticated and more stylish."

Juicy Couture is doing its bit for the planet with pre-loved products. "Shopping resale isn't just about scoring the ultimate OG Juicy styles, it's about living sustainably. By giving preloved looks another life you're keeping these garments out of landfills and eliminating waste." Juicy Couture.

To embrace the bright and glamorous fun of its Los Angeles heritage by discovering “the couture in the everyday”.

Juicy Couture’s mission is to embrace the glamorous spirit of its Los Angeles heritage by discovering “the couture in the everyday.” The fashion brand aims to bring a sense of luxury and bold style to everyday wear, making high-quality, glamorous designs accessible to women everywhere. 

At the heart of Juicy Couture’s mission is the idea that every woman deserves to feel glamorous in her everyday life. The brand’s playful yet sophisticated designs reflect the vibrant energy of Los Angeles, inspiring women to embrace their individuality while staying on-trend. Whether through their signature velour tracksuits or eye-catching accessories, Juicy Couture strives to make luxury an integral part of daily life, ensuring that women everywhere can experience “the couture in the everyday.”

The core team at Juicy Couture envisions creating fun, high-quality fashion that empowers women to express their unique style. With a focus on blending glamour and comfort, Juicy Couture consistently delivers bold, fashion-forward designs that strikes a chord with confident, trend-conscious women. The fashion brand’s iconic tracksuits and playful aesthetic have become synonymous with a carefree yet sophisticated lifestyle, reflecting their commitment to staying at the forefront of fashion.

In addition to its fashion-forward designs, Juicy Couture places significant emphasis on sustainability and contributing to a circular economy. Recognizing the environmental impact of fast fashion, the brand is actively working to reduce waste through its pre-loved product initiative. By encouraging customers to shop resale through their REJUICED line, Juicy Couture offers a stylish and sustainable solution. This initiative not only gives iconic Juicy pieces a second life but also helps keep clothing out of landfills, promoting a more responsible approach to fashion.

Juicy Couture’s dedication to sustainability aligns with its vision of doing good while looking glam. The brand highlights that shopping pre-loved Juicy styles is more than just a fashion choice—it’s an eco-conscious decision that reduces waste and supports sustainable living. By embracing circular fashion, Juicy Couture is showing that it’s possible to enjoy high-quality, glamorous fashion while making positive contributions to the planet.

"Shopping resale isn't just about scoring the ultimate OG Juicy styles, it's about living sustainably. By giving preloved looks another life you're keeping these garments out of landfills and eliminating waste," as per the official website of Juicy Couture. “Do good while looking glam by shopping REJUICED.”

Juicy Couture is recognised for its velour tracksuits which became a cult luxury staple in the 2000s.

Juicy Couture offers athletic and lifestyle apparel for women, girls, and babies, designed to bring both comfort and style into everyday wear. From their iconic velour tracksuits to chic athleisure pieces, the fashion brand is praised for blending casual ease with a bold, glamorous touch. In addition to clothing, Juicy Couture extends its offerings to footwear, handbags, intimates, swimwear, and fashion accessories, creating a lifestyle collection that allows customers to express their personal style across various aspects of their lives.

Beyond apparel, Juicy Couture also features a selection of fragrances and jewelry that capture the brand’s playful yet luxurious aesthetic. Their fragrances are known for embodying the bright, energetic spirit of the brand, while their jewellery offers collections of sparkling, fashion-forward pieces that complement Juicy’s signature look. By providing high-quality products, Juicy Couture ensures that its customers can live a stylish and glamorous life, no matter the occasion.