Bringing Juicy Couture back into our closets is not a new idea. It was only earlier this year that we spotted the brand's velour suits—as part of the collaboration with Vetements—on the likes of Rihanna and Kim Kardashian West. But the label made popular by early-aughts pop stars might be banking on a full-fledged reemergence with the help of its new creative director, Jamie Mizrahi.
The celebrity stylist's appointment has just been announced, as WWD reports, and if you're one of her 100K+ Instagram followers, you're probably pretty excited. As the visionary behind Katy Perry's, Sasha Lane's, Suki Waterhouse's, and notable '00s Juicy Couture fan Nicole Richie's red carpet looks, Mizrahi tells WWD, "I am not trying to reinvent Juicy. 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."
So what does that translate to? Unsurprisingly, it means delving deeper into the most popular trend of the last several years: athleisure. As the article states, Juicy, under the direction of Mizrahi, is planning to step beyond the tracksuit to expand into "compression leggings and bodysuits," not to mention approach more fashion-forward silhouettes such as wide-leg pants. No word yet if the brand's name will be splayed across the back of them.
Keep your eyes peeled for Mizrahi's first collection from Juicy Couture, and shop the most recent offerings on its site right now.