Founded by Pamela Skaist-Levy and Gela Nash-Taylor in Los Angeles in 1997, Juicy Couture has always been a reference point for thousands of teenagers and young women (especially in Northern America). In its best days, Juicy Couture was fresh, colorful, energetic and funny, and was sold in the best department stores. In the late ‘00s, with increasingly falling-off sales and more and more competitors, many considered the brand to be soon dead in the water. Things changed in 2013 when the company was sold to Authentic Brands Group (ABG), was given a brand new team and five years to make the sales rise again. This new team, whose plan is to attract a new generation of enthusiastic teenagers and young adults, had to satisfy its new target market: the East. In fact, while Juicy still has to regain its appeal with American customers, countries like South Korea, China and South Africa seem to enjoy its creations more than its compatriots (apparently, since April 2014, overseas demand for Juicy Couture clothing lines has increased considerably). Therefore, while looking at Juicy Couture’s spring 2016 collection, we should keep in mind both its new target market and its desire to re-energize the brand in Northern America. So, let’s take a closer look at the collection.
Separated into several delivery groups, this collection aims both at fulfilling everyone’s fashion needs and reinterpreting different trends, from the more romantic boho chic trends to the more casual sporty chic ones. Albeit Juicy Couture keeps on proposing some lifelong signature pieces, like the floral prints; its lines are way more different than those of its world-wide famous velour tracksuit (turned into a trend thanks to Madonna in 2001).
This collection’s protagonist is femininity, here expressed through delicate lines and vivid colors, mixed together in an impressive variety of prints. While most of these graphic prints have a delicate boho chic attitude, Juicy Couture made it also possible for stripes lovers to dress up with colorful striped patterns, which slightly remind of Valentino’s SS 2015 collection.
To prove its desire for diversity, Juicy Couture also opted for some animal prints, brought into life through the t-shirts, jackets and mini dresses. Neon tweed and crisp ponte jackets play another huge role in this collection, as well as the oversized t-shirt dresses with short hemlines and the Eighties-inspired logo tees. For solid color pieces, Juicy Couture has chosen simple A-line dresses and all-in-one jumpsuits, both long and short, with tied waist and embroidery designs.
Both skinny and bell-bottoms jeans are well represented in the Juicy Couture spring 2016 collection, although it is vintage foulard-print pants that are totally in the limelight and are also responsible for the bohemian allure present. As for the purses, it seems that fringe backpacks and mini bags will still be a thing next year to the delight of those who fell in love with them this early summer.
Overall, we can say this collection has easy-to-wear looks and youthful pieces perfect for almost any occasion. However, while looking at it, I cannot help but wonder: is it possible for Juicy Couture to regain acceptance? Although the answer may not be easy and definitely not predictable, its new leadership did bring some innovative ideas into life, and may actually save the brand (at least in the Eastern World).
Photos courtesy of Vogue