Charles Darwin once said, ‘It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.’ If we didn’t know better, we’d say he was talking about Juicy Couture. Amidst the revival of early 2000s trends in fashion, beauty and music the brand to come out on top is surely this velour label.
The first sign that the Los Angeles label was repositioning itself was last July when it collaborated with Vetements. It was easy to dismiss it as strategic nostalgia marketing, but it was more than that. The latest news that the label has been picked up by Urban Outfitters proves this revival movement is much more than a flash in the pan. If we’re honest, we should have seen this coming as it’s the natural evolutionary step since the fashion circuit has already fully embraced Noughties-inspired athleisure labels like Caitlin Price and Astrid Andersen. But, in a world that’s happily made meme’s mocking Paris Hilton’s fashion choices, we didn’t.
As solid proof that a new zip-up or tie-waist trouser should be on your payday wish list, Juicy is now stocked by the tri-factor of British high street powerhouses. Alongside Urban Outfitters who just announced its new collaboration with the LA label with a campaign starring Tinashe, the Cali-girl brand is available at ASOS and Topshop. This is a telling sign that this brand is here to stay!
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This article originally appeared on The Debrief.