Juicy Couture may at first conjure up unsavoury images of platinum-haired, orange-skinned girls on the way to the nail salon (we have the Wags to thank for that), but the LA cult brand is proving that there is far more to it than velour.
This season, it has hired the formidable fashion-photography couple Inez and Vinoodh to shoot its campaign, set in Juicy's stomping ground of California and staring cover girl of the moment, Karlie Kloss. Matching the campaign's stature, the new-season collection is a pleasant surprise, full of on-trend pieces such as heavyweight floral two-piece suits, elegant coats of plaid and check, and statement costume jewels.
And now Juicy has opened the doors of a new store on London's Regent Street. Some things never change though. Juicy is not known for its shy and retiring attitude, and the small army of male models riding bubble-gum pink scooters clad in "Choose Juicy" T-shirts, led by the (female) model Tali Lennox, were proof of this at the opening proceedings. With a nod to the Games, the debut window displays feature floral-shower-capped mannequins, posing in synchronised swimming formation.
But this new residence isn't all fun and games – the shop space has been lovingly restored, with original brass façade and the original wrought-iron lift retained. All fixtures and fittings have been made in Britain (baring the palm tree mouldings, which were, of course, shipped from LA). The floor is transformed into a giant checkerboard, while the plaster mouldings and giant chandeliers make for a tastefully grand environment.
So impressed with their new London home, the powers that be at Juicy have now been inspired to give their many US stores (127 at last count) a facelift over the coming months. The "re-coutured" stores will take details such as brass fixtures and a lighter colour palette across the pond with them.
All by Juicy Couture, 198 Regent Street, London, W1, juicycouture.com