Juicy Couture
Pamela Skaist-Levy & Gela Nash-Taylor
Juicy Couture is a contemporary line of both casual and dressy apparel based in Arleta, Los Angeles, California founded by Pamela Skaist-Levy and Gela Nash-Taylor. In 1995, Gela and Pamela both residing in Pacoima, California, decided to create their own fashion label, Travis Jeans, selling maternity pants. In 1996 the girls changed the name to Juicy Couture, the aim was to create girly apparel and a label equal to that of other major labels, but to be more affordable to the general public. Their line, which they called "Juicy Couture," was to include a variety of athletic and casual wear, most notably the velour tracksuit that won Juicy Couture a great deal of popularity. Taylor and Levy did not have much money with which to start their label, thus leading to a slow start-up of the company. In 1996, after establishing their company and needing to get the brand in the public eye, the women sent their completed designs to celebrities. Madonna, credited with turning the velour tracksuit into a trend, was sent a track suit with "Madge" embroidered on it (Juicy Couture rarely uses "Madge" on their clothing anymore). Madonna was seen wearing the tracksuit, and the company became a success almost instantly. Juicy Couture was a very limited brand, being available at very few locations such as Neiman Marcus; the company did not establish exclusive boutiques and flagship stores until the late 00's. Around 2004, the velour tracksuit once again became very popular, and Juicy Couture then became a worldwide known brand. The founders of Juicy Couture  have slowly introduced new merchandise to their lineup. In 1999, they introduced jeans to their product line called Juicy Jeans. In 2001, they revolutionized the fashion world with the introduction of the track suit, the item that the company is most famous for. These tracksuits come in a variety of colors made of velour, terry cloth, fleece, or cashmere, and consist of low riding draw string pants and a zip-up hoodie. In 2002, Juicy Couture added collections for men and children. In 2004, bathing suits and accessories for women, including shoes and jewelry, were also added to the Juicy line. Today, Juicyï¿½s offerings range from perfume, socks, and handbags to toiletries, diaper bags, and dog accessories. All of the Juicy Couture items are manufactured with the company signature logo, two highland terriers holding a shield bearing three hearts and Love G&P (for Gela and Pamela ). A crown lies overhead, while a Juicy Couture banner flutters above the slogan, ï¿½Made in the Glamorous USA.ï¿½ In 2006, Taylor and Levy introduced a new line called 'Couture Couture' consisting of 20 pieces and higher prices. This line reflects the new lifestyles of the two fashion designers, only carried in high ended stores. The first collection of loungewear and sleepwear by Choose Sleep by Juicy Couture Intimate Apparel was introduced in 2008. In 2008, the company added a plus-size line called "Extra Juicy". It was originally exclusive to Nordstrom stores, but is now widely available. The company also produced a men's line, but halted production in June 2009 when the menswear designer left the company. The company's only mens offering is now Dirty English by Juicy Couture fragrances which have been bought by Maria and shave lotion. Juicy Couture also has clothes and accessories for children, babies and pets. Juicy Couture is marketed as a high-end clothing line at an affordable price, and is aimed at women ages 10ï¿½26. In 2003, Liz Claiborne bought the company for a reported $53 million and a percent of future sales, but Nash-Taylor and Skaist-Levy are still the heart of Juicy Couture, with responsibility for creative direction as well as day-to-day operations. The line is sold in upscale department stores (Bloomingdale's, Gus Mayer, Lord & Taylor, Bergdorf Goodman, Nordstrom, Neiman Marcus, and Saks Fifth Avenue), as well as Juicy Couture flagship stores and boutiques.
Autumn/Winter 2018
Pamela Skaist-Levy
JUICY COUTURE
JUICY COUTURE