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The biggest fashion comeback? Juicy Couture to show at New York Fashion Week

The '90s favourite is back!

by Laura Sutcliffe /


Exciting times for Juicy Couture! The brand will be making its debut at New York Fashion week this season. The famous brand, which originates from California, reigned in the early '90s and was made popular thanks to its celebrity fan base, with stars including Britney Spears, JenniferLopez, Madonna and Victoria Beckham pictured in their velour tracksuits. Fast-forward to the present day, and the brand has had a serious overhaul.

The Juicy velour tracksuit was worn by many celebrities - including Paris Hilton

The velour tracksuit that we all know and love are back with a bang – but in an updated version, already been seen on the likes of Lady Gaga and Selena Gomez. New creative director Jamie Mizrahi explains: "Juicy Couture is synonymous with the tracksuit, an association that is a great source of pride for us. That said, as a global brand it’s important that consumers know we offer so much more," she told BOF.

READ: Kaia Gerber's fashion month debut: Every runway look from New York, London, Milan & Paris

The highly-anticipated fashion week show is on 8 February and will include pieces from the Juicy Couture Black Label. In September 2017, a SS18 presentation was held in New York City with models decked out in sugary-toned dresses and statement stripes, as well as lace dresses and luxury sportswear. Paris Hilton was among the VIP guests at the event, which took place at the Loft & Garden in the Big Apple.

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