Friday - - Fashion -

Juicy Cou­ture’s bid for re-en­try into your fash­ion at­mo­sphere – and cap­i­tal­i­sa­tion on the cur­rent love of ev­ery­thing ath­leisure and 1990s – in­volves the help of a celebrity stylist: Jamie Mizrahi, who was last week named the Los An­ge­les-based brand’s cre­ative di­rec­tor. Jamie made a cus­tom velour hoodie and maxi-skirt for one of her top clients, none other than Katy Perry – as she tries to breathe a sunny LA vibe into the brand, all the while aim­ing for the long-term suc­cess that eluded it last time around. ‘We’re not try­ing to cap­i­tal­ize on trends. We’re cel­e­brat­ing the his­tory of this spe­cial Amer­i­can her­itage brand,’ she told Vogue. ‘There has to be a bal­ance of nos­tal­gic pieces and new [ideas].’ We’ll see how she does that when she presents her first Juicy col­lec­tion at New York fash­ion week next month.

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