If there is one thing you can count on when it comes to fashion, it always comes back around.
Once the favourite of pop culture icons like Paris Hilton, Kim Kardashian, and Lindsay Lohan, Juicy Couture made a whopping $605 million (£474.1m) in sales at its peak in 2008.
And now the iconic brand could be on track to relive its glory days after announcing it is opening a new store at Westfield Stratford City.
While shoppers have been able to access the clothing brand’s products through retailers like JD Sports, ASOS, TK Maxx and Next since 2017, it’s the first time in seven years shoppers will be able to walk into a shop.
Juicy fans can browse through the chic velour tracksuits, pyjama sets and lingerie, as well as try all the delicious fragrances.
The shop, which is officially open for business in the East London shopping centre, is a shrine to the brand synonymous with Y2K.
With graffiti artwork, a metallic catwalk, and black and pink neon lighting in, you wouldn’t be wrong to feel like you’d been transported back to the 00s.
To make it all the more appealing, the store also stocks the brand’s latest holiday campaign fronted by model Cindy Kimberly and is described as having a tribute to the early noughties ‘IT girl’ aesthetic.
In a statement shared with Drapers, Rajiv Batra, director of Batra Group, Juicy Couture’s license holder for the UK and Europe, said: ‘This new space presents a modern take on Juicy Couture’s eclectic previous store concepts and perfectly encapsulates the brand’s unique approach to fun and casual glamour.
‘Our fan base has always been devoted, and we’re delighted to be providing shoppers an in-person experience throughout the holiday season and beyond.’
Juicy Couture was founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor and quickly became popular with celebrities after the duo began sending their items directly to the stars of the moment.
It was actually Madonna who sparked the popularity of the velour tracksuit after she requested a custom-made version in 2001 and wore it publicly, becoming the first big celebrity to endorse it.
From there, Paris jumped on board the trend, as did It girls like Kim, Lindsay, Jennifer Lopez and Britney Spears, resulting in the tracksuit being symbolic of ‘new money’.
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In 2003, the brand was acquired by Fifth & Pacific, Inc and in 2013, sold Juicy Couture to Authentic Brands Group for an eyewatering $195 million.
Juicy Couture continues to be a multi-million dollar company, with over 60 stores worldwide and a resurgence in popularity thanks to social media app, TikTok.
Sharing a video of her in a tracksuit, Hannahdurcan wrote: ‘Juicy Couture always’, with Gabrielle Shorrocks agreeing, adding: ‘They’re pretty and comfy it’s a win win’.
Emma Runqvist wrote: ‘Juicy or nothing.’ and the brand appears to be a favourite of Rosie McClelland who shared a video of herself wearing a light pink one, earning almost one million views.
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