Juicy Couture recently announced Celebrity Stylist Jamie Mizrahi as their new Creative Director. She has been serving as the brand’s consultant for the past year.
Juicy Couture has been experiencing a comeback! Thanks to recent collaborations with Vetements, Urban Outfitters, and Topshop.
“I am not trying to reinvent Juicy,” Mizrahi told WWD. “It has such a brand identity already — carefree, tongue-in-cheek fashion. What I’m doing is taking the history that is so special and continuing to make it feel fun and wearable by bringing back silhouettes and materials and making them work for the modern woman.”
Jamie Mizrahi is becoming Hollywood’s go-to girl. She starred alongside Nicole Richie on the VH1 series Candidly Nicole and served as costume designer for Erin and Sara Foster’s show Barely Famoushe.
She has styled several up and coming celebs such as Riley Keough, Sasha Lane, Olivia Thirlby, Suki Waterhouse, Ashley Benson — along with household names like Katy Perry, Kate Upton, Nicole Richie, Eva Mendes and Britney Spears.
Nick Woodhouse, the president and chief marketing officer of ABG (which owns Juicy Couture), explained that her role will be to “bring the brand to its full potential and infuse a new and fresh design foundation,” adding that “Jamie lives the Juicy Couture lifestyle and embraces the brand’s bold and irreverent Los Angeles spirit.”
Mizrahi’s tasks also include giving an update to the tracksuit and expanding the athleisure category with new options. Her first collection, which will be priced from $58 to $278, makes its debut for spring 2018.