When we heard Y2K brands were having a moment, we knew it wouldn’t be long before Juicy Couture joined the party. And we weren’t disappointed.
A combination of noughties nostalgia and a love of loungewear has made the brand’s iconic velour tracksuit a firm favourite once again.
The label first rose to fame in the early 2000s, when celebs and socialites alike took a shine to its bejewelled trackies. Anyone and everyone from JLo and Beyonce to Paris Hilton and Kim Kardashian couldn’t get enough of these classic co-ords.
Dubbed the official 2000s uniform, Juicy oozed authenticity back then. But by the 2010s, recession had hit and fashion adopted a more low-key style. As quickly as they had risen to prominence, the figure-hugging, diamanté-logoed tracksuits fell rapidly out of favour.
Fast-forward to today, though, and the label has a new vision. With a focus on empowerment, it has left its past behind, and the modern incarnation is a more sophisticated version of athleisure. Forgetting previous associations with status and wealth, these days Juicy Couture is motivated by values such as independence, ambition and strength.
In doing so, it’s built a new fanbase. Celebs such as Rihanna, Katy Perry and Kylie Jenner were quick to demonstrate their allegiances to the label. Not to mention Timothée Chalamet, who caused an internet frenzy by appearing in GQ in 2020 wearing – and we quote: ‘His own hoodie, by Juicy Couture’. Yup. A pastel pink number teamed with Calvin Klein tee and Hermès cord trousers.
If you’re looking to create your own fashion commotion, why not join the Y2K/Juicy revival? Your fastest entry point is via statement jewellery. This chunky silver Juicy ring, for instance, is a great way to bling up your look, while a pair of medium-hoop earrings will show you’re serious about the nostalgic noughties vibe.
For the traditionalists amongst you, Juicy’s revamped classic co-ord tracksuit is a must. As far as post-lockdown loungewear style goes, it’s hard to beat. In shades from raspberry sorbet to rainforest green, the reimagined styles of the 2020s are more inclusive and more sustainable.
More wearable (and less revealing) the low-rise waistband has switched to a mid-rise. And if you don’t feel quite ready for a riot of colour, choose a flattering darker shade, like this black zip-up hoodie with matching sweatpants.
As well as jewellery, the brand has also branched out into sleepwear. Hardly surprising with our newfound attention on sleep wellness, homewear wardrobes and cosy dressing. The soft satin feel of this button-up shirt places it firmly in the luxurious sleepwear category. Paired with the equally tactile Juicy monogram shorts, you’ve got the perfect blend of comfort and sass in your nighttime attire. Just what you need when you want to sleep in style. Of course, for some, the Juicy look never went out of fashion. In an interview with The Guardian, Paris Hilton mentioned her treasured collection of 100 Juicy Couture tracksuits in every colour of the rainbow.
And who can blame her? Nothing says fashion and comfort in 2023 better than Juicy Couture!
Keep an eye on our blog for more helpful information when it comes to looking after your designer wear, as well as fashion hints and tips.
