Juicy Couture is getting cool again by leveraging nostalgia, the streetwear surge, and the Influencer Effect. The 2000s were Juicy’s heyday, when velour tracksuits with logos emblazoned on the butt became coveted street chic. The brand fell from grace, but has been trying to climb back up with a collab and runway appearance with streetwear label Vetements, a partnership with Behati Prinsloo, and simply by “sit[ting] at the intersection of two powerful trends, athleisure and the ’90s.” (Glossy)
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