Juicy Couture celebrates 25 years with new anniversary collection

You may not expect it, but Juicy Couture is a classic fashion brand — if “classic” is defined by instant recognition over a long period of time.

The iconic label is celebrating 25 years in business this month, giving the entire brand a makeover to celebrate. The new look is accompanied by the launch of a new e-commerce website and the brand’s new 25 Anniversary collection. The collection pays tribute to Juicy’s L.A. heritage and style, featuring luxe velour, signature bling and modern tracksuits.

The brand first made headlines when Madonna was spotted in her custom Juicy Couture sweat set in 2001. Celebrities like Jennifer Lopez, Jessica Alba and, of course, Paris Hilton all rocked the colorful velour tracksuits in the early 2000s. The New York Times once dubbed the infamous tracksuit the “the fashion uniform for Beverly Hills.”

With the rise of loungewear taking over in 2020, it only makes sense that the most recognized tracksuit comes back into fashion.

When Juicy Couture took to social media in October to tease a re-launch, the brand received 55,000 sign-ups from fans eager to shop its nostalgic essentials.

“The current state of the world has dramatically escalated the demand of the brand, and it was important for us to leverage this excitement with the launch of our new U.S. site,” the brand said in a statement. “After the launch of our anniversary collection of iconic tracksuits, we will integrate other key product categories beyond apparel, including luggage, accessories, swimwear, activewear and footwear.”

Shop some key pieces from the Juicy Couture Anniversary collection below.

Shop: Juicy Couture Anniversary Hoodie, $149.50

Credit: Juicy Couture

Shop: Juicy Couture Cropped Logo Tee, $59

Credit: Juicy Couture

Shop: Juicy Couture Anniversary Velour Pant, $99

Credit: Juicy Couture

If you enjoyed this article, check out Paige DeSorbo’s rundown of the perfect holiday outfits for every occasion.

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