Juicy Couture, a casual wear fashion brand based in Arleta, Los Angeles, was founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997 and was later purchased by the Liz Claiborne Inc.
Founded in 1997 in Los Angeles by friends Pamela Skaist-Levy and Gela Nash-Taylor- poster girls for L.A.’s casual luxury look- the fashion brand was exciting, fresh and creative as it began retailing basics in fun fabulous colors. The low-riding drawstring pants, the gem encrusted velour tracksuits and form-fitting zip-up hoodies were hot-sellers. Much of the fashion brand’s initial success was founded on celebrity relationships. In 2001 Juicy tracksuit was custom designed for Madonna and the pop icon transformed it into a fashion statement. Since, it became a rage among the celebrity set including Jennifer Lopez, Britney Spears, Cameron Diaz and Paris Hilton.
Shortly menswear and kids-wear were added to the product mix. Former Vogue Accessories Director Michelle Sanders came aboard to handle new licenses for jewellery, handbags and swimwear and the designer duo became co-presidents of the company. Per Forbes, “Sales volume at the peak was over $500 million. Juicy was sold in department stores Bloomingdale’s, Lord and Taylor, Bergdorf Goodman, Nordstrom, Neiman Marcus and Saks Fifth Avenue. In addition to running its own full price specialty stores, eventually the brand opened over a hundred outlet stores… I watched big Juicy Couture departments shrink in stores like Bloomingdale’s. It was an indication that sales were falling off…”
In 2003 Juicy Couture was acquired by Fifth and Pacific Company Inc. [formerly Liz Claiborne Inc. and now Kate Spade Inc.]. Shortly the demand for bright gem-encrusted apparel decreased and by 2010 Juicy Couture appeared to have fallen off the fashion zeitgeist. That year, LeAnn Nealz was made Chief Creative Officer and President. Per Vogue, “The time may have come when Seventh Avenue’s lofty vantage point suddenly seems less relevant than the ground-level perspective of the designer as consumer.”
The fashion brand was resold to Authentic Brands Group in 2013 for reportedly $195 million. The new owners closed all existing locations and opened a hundred-odd stores and in-store shops over the next five years, in the United States, New York, Los Angeles and Vancouver to reposition the fashion brand. Shortly- the brand launched Juicy Couture Cosmetics. The brand described the products as “a line of playfully provocative, limited edition cosmetics featuring bold colors and finishes that are as fun and fearlessly expressive as the women who wear them… this collection contains everything you need to convey your inner bad-girl hero: lipsticks- lip glosses- a liquid liner- a face + eye palette- and a multipurpose lip + eye topper” per the company release.
Since.. things have been looking up. 2020 was the comeback year and the brand hired Amy Gibson as Design Head to bring it up to speed. Per Tattler “In terms of inspiration for the new JC.. Gibson explains her main focus was on re-establishing her customer… “The Juicy Girl” has been a college student for so long she’s now graduated, grown up and evolved; she’s now a woman. She still appreciates the core values of the brand but she’s now more empowered, more sophisticated and more stylish.”
Juicy Couture is doing its bit for the planet with pre-loved products. “Shopping resale isn’t just about scoring the ultimate OG Juicy styles, it’s about living sustainably. By giving preloved looks another life you’re keeping these garments out of landfills and eliminating waste.” Juicy Couture.
The core team of fashion and beauty brand Juic couture envisions to design and create on-trend- fun high-quality fashion for women.
To embrace the bright and glamorous fun of its Los Angeles heritage by discovering “the couture in the everyday”.
CEO: Edgar Huber
Creative Director: Jamie Mizrahi
Design Head: Amy Gibson
The Juicy Couture brand features athletic and lifestyle apparel for women girls and babies as well as handbags- footwear- intimates- swimwear- accessories- fragrance and jewellery.