Juicy Couture

JUICY COUTURE

Juicy couture was founded in 1998 by Pamela Skaist-Levy and Gela Nash-Taylor, wife of John Taylor – the base guitarist for rock band Duran Duran. Juicy Couture has been phenomenally successful in its short history, its influence extending beyond fashion and into 21st Century pop culture - the Juicy Couture velour tracksuit residing in London’s Victoria And Albert Museum a testament to the brands wider cultural significance.

Initially, Juicy Couture started as a maternity jeans label called ‘Travis Jeans’, born out of necessity in reaction to the dismal denim offerings available to expectant mums at the time. When actress Melanie Griffith was spotted in a pair of Travis Jeans the brands sales catapulted – an early indication of the power of celebrity endorsement that would later become a key ingredient in Juicy Couture’s success.

Having revolutionised maternity jeans, the Juicy Couture girls set about transforming the t-shirt, their now signature use of colours, styles and slogans making the t’s so tempting “you just want to eat them”, hence the Juicy Couture name was born.

Today Juicy Couture is still synonymous with luxurious sportswear, but the brand has also diversified its offering and moved towards more directional, high-end fashion. Juicy’s many influences – from English aristocracy and punk rock to Californian surfer and French hauteur - are retained, but applied in more sophisticated manner to wardrobe staples. The result is a look that is more ‘chic’ than laid back, yet still effortlessly cool, confident and a little provocative.