We think of Juicy Couture we think offff… Coleen Rooney? False Tan? Velour? All of the above most likely. But Juicy Couture are doing their damndest to remove the WAG factor from the JC name and relaunch the company as a luxury, credible fashion brand. Juicy Couture have hired former Vogue cover girl Karlie Kloss to front their new collection, and fashion photographers Inez and Vindooh to shoot the new campaign.
The new collection in question is surprisingly un-juicey-esque. Featuring floral co-ord suits, plaid pieces, check coats, and striking costume jewellery – Juicy’s latest work is perfectly on trend and perfectly non trashy. But is it enough to relaunch the company entirely?
We ask you, London Lookers, is a high fashion model and some fancy photography enough to rid a brand of their dodgy-overpriced-tracksuit past? And not only that, is the companies blatant attempt to disassociate themselves with their previous items, insulting to the fans of the original Juicy garments?
Juicy Couture’s creative director has said of the changes “our field of vision is very open. When I first arrived everyone’s perception of the brand was that we were just a tracksuit… We’ve tried to make the brand a bit more sophisticated and elevate the quality of our designs and their details. It feels new and young and rooted in our American Californian spirit. Juicy is definitely pushing new boundaries by expanding our fashion offering”.
The brand has said of Karlie Kloss “We love all that Karlie embodies – her playful spirit and amazing enthusiasm bring so much life to the images”. So there we have it, Juicy Couture want their clothes to be worn by playful, enthusiastic , life lovers. They want to be regarded as sophisticated and to embody the California dream.. Not quite the Wag crowd they became famed for dressing, eh?
What do you think of Juicy’s new look? Do you buy it, and will you buy it? Let us know!!