The L.A. lifestyle has always been at the core of Juicy Couture s DNA, and the new Spring lineup, entitled Go West, played up the label s California origins. At its Milk Studios presentation, the collection was split into several tableaux representing a typical day in the life of a Los Angeles native. The opening series of athletic outfits introduced a new Juicy Couture Sport line of trendy yet functional activewear, including leopard sports bras, hoodies, and leggings equipped with Coolmax technology intended for a morning hike in Laurel Canyon or an early SoulCycle class. It s hard to believe that the brand famously known for its terry sweatsuits hadn t yet capitalized on this category.
Moving around the room, Juicy s senior vice president of creative services, Matthew Ellenberger, pointed out a cluster of looks like a sweet gingham shift dress paired with a bubblegum pink leather biker designed for afternoon shopping on Rodeo Drive. Other casual standouts included a shrunken denim jacket styled with a striped shirt, a mini cross-body bag, and a flirty floral silk miniskirt, as well as snug tweed moto jackets and slouchy striped track pants. And for a night out at the Chateau Marmont: a dice-printed shirt and matching pants, a bohemian maxi dress, and flashy gold sequined shorts. Elsewhere, Ellenberger teamed up with Baron Von Fancy on a range of graphic tees and accessories featuring the graffiti artist s signature scrawl, driving home the Los Angeles theme. A California license plate T-shirt, rose gold aviators, and rhinestone-studded heart necklaces and cuff bracelets were among the collaboration s blingy highlights. If it was difficult to imagine sophisticated New Yorkers going for most of this stuff, Juicy was still smart to focus on its Golden State roots.
