It’s been a year full of changes for Juicy Couture and, apparently, the brand is not going to stop rejuvenating itself any time soon. It has been recently revealed that for the first time ever since the ABG group acquired the brand last year Juicy Couture will be teaming up with Behati Prinsloo for an upcoming capsule collection that she’ll co-design with the brand.
The Namibian model, who became the face of the Victoria’s Secret sub-brand Pink in 2008, and then finally a Victoria’s Secret Angel in 2009, has already had a chance to work with Juicy Couture before. The statuesque beauty has previously acted as the ‘I am Juicy Couture’ fragrance brand ambassador, a role she won’t quit now. Such a role made her effortlessly embody Juicy Couture’s fresh approach to fashion, which is going to play a major role within this capsule collection’s designs. In this upcoming year she will thus be working on this thrilling partnership, while still keeping on being Juicy Couture’s brand ambassador.
Set to arrive in stores in April 2016, the Behati Prinsloo x Juicy Couture capsule collection is said to include a series of unique pieces inspired by the Seventies skateboard culture, which left an indelible mark on America’s cultural and fashion identity. Juicy Couture’s style, which is more like a mixture of bon ton lines and casual pieces including bomber jackets, slip-on sandals, Bermuda shorts and graphic tees, will thus undergo a major makeover. Such a capsule collection will also capture Prisloo’s off-duty style and ride the crest of the athleisure wave, which will soon hit the fashion industry seaside.
Prinsloo explained her choice of the designs for her capsule collection stating that: “Juicy Couture is so iconic so I wanted to bring a little bit of something different to the brand while still remaining true to who they are. This collection is really for any active girl who wants to throw on an outfit that’s comfy yet cute.”
Juicy Couture’s headquarters also seem to be totally at ease with Prisloo’s casual travel-wear style, and can’t actually wait to see the results: “We are thrilled to combine forces with Behati Prinsloo on this special capsule. […] Behati Prinsloo epitomizes the effortlessly cool LA attitude of the Juicy ‘it girl’. Her design sensibility combined with a tremendous global following make her the perfect ambassador for Juicy Couture.”
Moreover, the Behati Prinsloo for Juicy Couture capsule collation will be a part of Juicy Couture’s 21st anniversary celebration. If you are looking for some perfect outfits for a weekend outing, maybe even accompanied by some surfing experiences and fresh cocktails by the beach in Southern California, make sure not to miss Prinsloo’s creations!
Photo courtesy of Juicy Couture