Celebrity Stylist Jamie Mizrahi Appointed Creative Director At Juicy Couture

American contemporary casual wear brand Juicy Couture shuttered all of its stores in the US in 2014, though there’s one store in JFK airport in New York. Soon after, the brand began being sold in Kohl’s and Macy’s.

A couple of years later, Juicy Couture made a comeback. Its iconic tracksuits which was seen on Jennifer Lopez, Mary J Blige and Paris Hilton in the early 2000s was sold at Bloomingdale’s. For summer sixteen, the high-end retailer brought back Juicy Couture‘s classic velour tracksuit (see it here).

It was just announced that Los Angeles-based celebrity stylist Mizrahi Mizrahi is now the creative director of the brand. Mizrahi, who celebs clients includes Katy Perry, Nicole Richie and Riley Keough was appointed creative director at Juicy Couture Tuesday (August 1). Her first collection for the once struggling California -based brand hits stores in spring 2018.

Mizrahi took on a consulting role for Juicy Coutrue last year, helping the fashion label find its millennial-nostalgia footing in a competitive retail space. The results were positive, the brand — and its signature velour tracksuit — has experienced quite the comeback, thanks to recent collaborations with Vetements, Urban Outfitters and Topshop. And The stylist plans to bring more athleisure to the brand, as well as on-trend pieces featuring archive prints.

“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.”

Photos Credit: Juicy Couture’s Instagram