Juicy Couture velor suits have been at the height of fashion, sometimes ridiculed in the last decade, and in 2016 they returned to celebrity wardrobes and became part of the Vetements collection at Paris Fashion Week. As part of the #trackisback campaign, we are working with the brand to understand how flashy tracksuits are associated with the new feminism.
Juicy Couture occupies a unique place in the history of fashion - few have managed to feel that way and somehow shape the spirit of the times. It is no coincidence that the brand's tracksuit is in the permanent collection of the Victoria and Albert Museum - this is the same sign of the 2000s as fake tan or tame Chihuahuas.
The founding of the brand in 1997 fell on a boom in celebrity culture, when people learned everything about the daily life of stars from the tabloids. Britney Spears and Paris Hilton in sunglasses and velor suits have reinvented glamor, making it livelier than retouched red carpet photos. Now the tabloids have given way to Instagram, and the selfie cult has taught women and girls to be proud of their appearance and not to be shy about self-love.
In an industry still run by men, the brand's story has a feminist meaning. Two friends, Gela Nash-Taylor and Pamela Skeist-Levy, founded the brand with $ 200 in their pocket and made it a multimillion-dollar company in six years.
Without Juicy Couture, Alexander Wang and Philip Lim would have been impossible; velor tracksuits were a sign of wealth, but remained affordable.
This is partly why Juicy velor suits inspired new feminist artists: Arvida Bistrom and Petra Collins. The latter even took off the cover of Wonderland magazine, in which the icon of modern pop culture Kim Kardashian is in a velor Juicy Couture suit in soft pink tones.
For Bistrom, taboo is an important element of the visual language, and the love of hot pink tracksuits seems to many as something as embarrassing as menstruation or unshaven legs or armpits. This shame is a consequence of the division into "smart or beautiful" imposed on women (not least by themselves).
The pink velor suit was a border on either side of which women despised each other; many copies were broken in discussions about inner misogyny before Juicy Couture's costumes shed their "girly" connotations.
It's hard to imagine that once women did not wear trainers with dresses, but Juicy Couture suits appeared long before athleisure and gym skin fashion, and are still relevant.
Nash-Taylor and Skeist-Levy turned boring basic clothing into an object of desire for girls of all ages. Suits have a lot of charm in the comfort of their suits, and millions around the world have gone to Juicy Couture stores for the Californian lifestyle.
The word Juicy inlaid with rhinestones, a little lower on the back, taught us to be more honest and ironic about our own sexuality. Peeking thongs and tattoos on the lower back have become one of the ways to interpret femininity and regain control over your own attractiveness - and this is equally relevant in 2001 and 2016.
Supported by juicy couture