Juicy Cou­ture adds fuel to ‘nos­tal­gia fire'; de­buts at NYFW

Apparel Online - - Fashion Business -

The Cal­i­for­nian ca­su­al­wear brand has an­nounced its run­way de­but at the up­com­ing New York Fash­ion Week (NYFW) to show­case its Fall/Win­ter 2018 col­lec­tion. The show line-up com­prised of their Juicy Cou­ture Black La­bel pieces and the more ac­ces­si­ble Juicy by Juicy Cou­ture as­sort­ment. While the col­lec­tions are sold at Top­shop, ASOS and other re­tail­ers in the US, the run­way show will have some ex­clu­sively de­signed pieces as well.

The brand was re­cently ac­quired by Au­then­tic Brands Group and has been go­ing through var­i­ous mar­ket­ing ad­just­ments to bring its last decade’s rel­e­vance back. Last sea­son, the brand held a spe­cial event at Rock­e­feller Cen­ter for peo­ple to im­merse in the new Juicy ex­pe­ri­ence un­der new Creative Direc­tor Jamie Mizrahi.

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