All the Cool Kids Wear Juicy Couture

We’re not exactly sure when this happened, but Juicy Couture, the brand responsible for those damn velour tracksuits, is no longer label non grata. In fact, it’s now fully embraced by the fashion world, partnering with a slew of fashion bloggers and influencers across the globe. One look at their SS11 ad campaign and their latest offerings proves that JC isn’t the brand it used to be. Hell, even I tweeted some love after stumbling upon their surprisingly covetable sunnies. So why is it suddenly okay, even cool, to like Juicy now? Let’s examine further.

Last year, the brand’s founders, Gela Nash-Taylor and Pamela Skaist-Levy, resigned after apparent conflicts with management at Liz Claiborne, who owns the brand. That’s when the remarkably-coiffed Erin Fetherson stepped in as a guest designer, debuting a series of whimsical party dresses (in velour, no less). This was a brilliant move by the brand – Fetherson is favored by style darlings like Zooey Deschanel and Karen Elson, so tapping into her fanbase was definitely a plus.

Another key moment in Juicy’s evolution was the launch of their younger line, Bird by Juicy Couture, where they teamed up with cool-girl bloggers like Geri Hirsch of Because I’m Addicted and Arielle Noa of Something Navy to promote the range.

Perhaps the most interesting Juicy partnership yet is with Harley Viera-Newton. They followed the DJ/model to this year’s Coachella, even going as far as to create an invitation to the event on their Facebook page. HVN was totally into it too, gladly tweeting her Juicy-clad whereabouts throughout the 3-day festival.

Well kids, there you have it. Juicy is bigger, better, and cooler than you ever thought it would be, so bust out that tracksuit that we know you have hiding in your closet and wear it proud. As for wearing Ed Hardy—that’s still not okay.

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