December 10th 2024.
Ah, the 00s - a time of iconic fashion and unforgettable trends. And when it comes to fashion, you can always count on things coming back around. One brand that was a particular favorite among celebrities during this time was Juicy Couture. It was the go-to choice for pop culture icons like Paris Hilton, Kim Kardashian, and Lindsay Lohan. In fact, at its peak in 2008, the brand made a whopping $605 million in sales. But now, after years of being absent from the retail scene, Juicy Couture is making a comeback with the opening of its new store at Westfield Stratford City.
Of course, loyal fans of Juicy Couture have still been able to get their hands on the brand's products through retailers like JD Sports, ASOS, TK Maxx, and Next since 2017. But there's something special about being able to walk into a store and browse through their chic velour tracksuits, pyjama sets, lingerie, and delicious fragrances. And that's exactly what the new store offers. Located in the East London shopping centre, it's a shrine to the brand that was synonymous with the Y2K era. With graffiti artwork, a metallic catwalk, and black and pink neon lighting, stepping into the store might make you feel like you've been transported back in time.
But it's not just the nostalgia that makes the new Juicy Couture store appealing. It also stocks the brand's latest holiday campaign, fronted by model Cindy Kimberly. The store is described as having a tribute to the early noughties 'IT girl' aesthetic. In a statement, Rajiv Batra, director of Batra Group, Juicy Couture's license holder for the UK and Europe, said that the store presents a modern take on the brand's previous store concepts and perfectly encapsulates their unique approach to fun and casual glamour. And with the holiday season just around the corner, it's the perfect time for the store to make its grand return.
Juicy Couture was founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor and quickly gained popularity among celebrities after the duo began sending their items directly to the stars of the moment. It wasn't long before the brand became a symbol of wealth and luxury, thanks to its frequent appearances on A-list celebrities like Paris Hilton, Kim Kardashian, Lindsay Lohan, Jennifer Lopez, and Britney Spears. In fact, it was Madonna who sparked the popularity of the velour tracksuit after she requested a custom-made version in 2001 and wore it publicly, becoming the first big celebrity to endorse it.
The brand continued to thrive, and in 2003, it was acquired by Fifth & Pacific, Inc. However, it was later sold to Authentic Brands Group in 2013 for a staggering $195 million. But despite the changes in ownership, Juicy Couture remains a multi-million dollar company, with over 60 stores worldwide and a resurgence in popularity, thanks to social media app, TikTok. Many users have taken to the platform to share their love for the brand, with videos of themselves wearing Juicy Couture tracksuits earning millions of views.
It's clear that Juicy Couture holds a special place in the hearts of many, and its comeback has been highly anticipated. As one TikTok user, Hannahdurcan, put it, "Juicy Couture always." And others agree, with comments like "They're pretty and comfy, it's a win-win" from Gabrielle Shorrocks and "Juicy or nothing" from Emma Runqvist. Even young influencer Rosie McClelland has shown her love for the brand, sharing a video of herself wearing a light pink tracksuit that garnered almost one million views.
So, as Juicy Couture makes its grand return, it's safe to say that it's not just a brand, but a cultural phenomenon that has stood the test of time. Do you have any stories or memories associated with Juicy Couture? Share them with us by emailing us.
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