Juicy Couture‘s Fall Winter 2024/25 collection is an electrifying plunge into the irreverent carefreeness of the early 2000s, when the brand achieved not only its iconic status on the fashion scene, but also a real attitude.
Accomplice to the nostalgic vein for the era at the beginning of the millennium and the return of y2k trends on the catwalks, the Californian brand is back in the limelight, clamoured for not only by millennials but also and above all by gen Z.
The desire to wear the famous velvet tracksuits again, a true hallmark of the look sported by the “influencers of the analogue era” such as Paris Hilton and J Lo, has prompted the brand to launch the exclusive Heritage Collection capsule.
The line, a pure homage to the brand’s origins, reinvents the iconic suit for today’s market. Classic details, such as the slim fit of the hoodie, the memorable J-zip and the ultra-low waist, are re-proposed, along with the graphic features, in new combinations of eco-friendly bamboo fabrics, with a focus on sustainability.
The accessories also celebrate the brand’s roots, presenting prints inspired by Juicy’s ‘historical reign’ with the characteristic heraldic logo. The bags, in the classic palettes of pink, black and brown, feature the original side bow design and metal or leather key ring. The soft velvets with convex-effect embroidery and playful details are re-proposed to enhance the brand’s most authentic, profound and meaningful soul.
Alongside Juicy’s iconic lines is a new line of garments and accessories inspired by the 1996 film ‘Romeo + Juliet’ directed by Baz Luhrmann.
Two contrasting stories and aesthetics echo throughout the collection: “The Angel Love Story” and “The Rebel Tragedy”. The first, ethereal and feminine, is materialised through garments with soft, vaporous and romantic lines; the second, biting and masculine, is represented by stylised graphic lines inspired by the world of motorbikes.
Delicate pastel colours mix with the baroque jewel tones of Catholic ornaments, while prints draw inspiration from religious symbolism. The result is a captivating play on contrasts that, between the iconic Juicy patterns and tapestry embroideries, evokes the pulsating passions of Luhrmann’s film.
This season also enriches the bag collection with colour, both in the famous Juicy velvet and in rhinestone applications. The accessories concretise the ambivalent essence of the two aesthetics thanks to soft colour combinations and glam rock graphics. Indefinite surfaces given by ramages and lasered velvets are opposed to the decisive volumes of biker-effect padding. Fluffy and fluffy faux furs contrast with silky and essential nappa-effect faux leather models.
Juicy Couture is a Los Angeles-based lifestyle brand that infuses casual glamour and an irreverent attitude, designed for girls all over the world. Embracing its Los Angeles heritage, Juicy discovers high fashion in the everyday and offers an element of surprise in all its designs. Identified as a casual luxury brand, Juicy Couture offers clothing for women, girls and children, as well as handbags, shoes, underwear, swimwear, accessories and jewellery. The brand is available in over 60 independent shops and selected department stores in approximately 94 countries in North America, Europe, Asia, Latin America, Africa and the Middle East. Its perfume offerings are ranked among the world’s top prestige fragrances and are available in 25,000 shops.
P.Rew.: Twins PR&Media