Hollywood stylist Jamie Mizrahi has been named creative director of Juicy Couture, the LA-based women’s brand known for its iconic velvet tracksuits. In her new role Mizrahi will oversee the creative work for Juicy Couture fashion, accessories, sleepwear, footwear and jewelry–debuting in spring 2018.
After reaching its apex in the 2000s, the casual luxury brand has struggled the past few years. In 2013 Juicy Couture was sold to the Authentic Brands Group. Collaborations with Vêtements, Urban Outfitters and Topshop started to bring the brand back in the game. With the creative support of Mizrahi, who has worked as a stylist for stars such as Katy Perry, Nicole Richie and Eva Mendes, Juicy Couture plans to further expand: “[We] believe that design innovation will continue to drive the global expansion of Juicy Couture,” said Jarrod Weber EVP, Authentic Brands Global, owner of Juicy Couture.
Mizrahi might be the right person for her new position as the 29-year-old grew up with the label: “Similar to most people my age, I have a very personal history with Juicy, with very fond memories of when the brand first hit the marketplace,” said Mizrahi. “I am thrilled and honored to have this opportunity, and I look forward to celebrating what the brand has been and everything I believe it can be.”