About ten years ago, two women, Pamela Skaist-Levy and Gela Nash-Taylor, added a rather sexy fitted tracksuit to their Cali-cool women’s brand Juicy Couture. The style, which was soon produced in multiple fabrics including terry cloth and velor, was an enormous success. It wasn’t long before the label was acquired by Liz Claiborne, and Juicy’s offerings were vastly expanded beyond the classic sweatsuits. (Disclosure: Liz Claiborne is the official sponsor of this site.)
Though some consumers still associate Juicy with fitted sweats, the brand has recently moved in a more fashion-forward direction with a new line, Bird. Under the leadership of recently-installed creative consultant Erin Fetherston, Juicy’s offerings for this fall and winter will be more glamorous and chic than ever before, while still hewing to the L.A.-hip vibe that made the brand so popular in the first place.
Two of Erin Fetherston’s designs for Juicy’s holiday 2010 collection. Photos by WWD via Racked
Fetherston’s pretty designs, many of which incorporate the velour fabrics that the label is known for, will hit stores across the country beginning in November. The brand’s new direction seems to be popular: Parent company Liz Claiborne revealed that in the first half of 2010, “net sales for Juicy Couture were $112 million, a 1.5% increase compared to 2009.”