Juicy Couture, that of velour tracksuits and enormous early-aughts fame, has been mapping out an industry comeback for quite some time. After Authentic Brands Group (which also owns and operates Herve Leger, Frye and Aéropostale) acquired Juicy Couture's intellectual property for a cool $195 million in 2013, the once-iconic retailer's turnaround began in earnest: ABG closed all of Juicy Couture's stores, rebranded its contemporary collection as Juicy Couture Black Label and brought on high-profile celebrity stylist Jamie Mizrahi to take the creative reins last August. Plus, there was that buzzy runway collaboration with Vetements for Spring 2017, which put Juicy firmly back on the high fashion map. Now, smack-dab in the midst of a nostalgia overload sweeping both fashion and retail, Juicy Couture seems poised to take its next big step.
On Monday, Juicy Couture announced that it will be making its runway debut during New York Fashion Week's Fall 2018 season next month. A spokesperson for Juicy Couture confirmed to Fashionista that the presentation will take place in the afternoon on Thursday, Feb. 8 at an undisclosed location, and will include both Juicy Couture Black Label as well as some pieces designed especially for the runway.
"Juicy Couture is synonymous with the tracksuit, an association that is a great source of pride for us," Mizrahi told Business of Fashion. "That said, as a global brand it's important that consumers know we offer so much more."
While Juicy Couture has not yet shown a collection in a traditional runway format, it made an appearance at NYFW last season by taking over a lush, stories-high rooftop garden in Rockefeller Center to showcase its first range under Mizrahi. Paris Hilton was there, which in 2018, is still the sign of a truly great fashion event. Needless to say, we have extremely high hopes for what Juicy Couture has in the pipeline.