The iconic '00s label has launched its latest campaign, showing its beloved tracksuits in a new, 2021 light.
Back in 2004, no other garment had you saying “that’s hot” quite as quickly as Juicy Couture’s velour tracksuits. Coming in an array of tantalising colours, with the tongue-in-cheek “Juicy” hallmark emblazoned in diamante across the chest or bum, they became the definitive sartorial choice of the 00s.
While celebrities like Paris Hilton and Britney Spears (heck, even Regina George’s mum) took to wearing the outfit while off-duty, for us mere mortals the two-set was the epitome of luxury and sophistication – which we’d try to emulate via the Pineapple Studios concession in our local Debenhams.
Now, the style has catapulted back into the public consciousness thanks in no small part to the Y2K babes blowing up across TikTok and Depop. With a passion for glitter, tube tops and, of course, Juicy Couture this Gen Z style tribe has a thirst for all things late 90s and early aughts.
It’s against this backdrop that Juicy Couture is unveiling its latest campaign, shot by Aidan Zamiri. While maintaining its fun and sex-positive spirit, the brand DNA is interpreted with a distinctly 2021 gaze, complete with unexpected details, elevated energy and a strong sense of empowerment. Long reign new look Juicy Couture!
Check out some of our fave looks below.
10 February 2021