- Words Josephine Amstad
- Creative Direction, Comms & Casting, Sophie Jewes
- Photography Aidan Zamiri
- Styling Georgia Pendlebury
- Hair Isaac Poleon
- Makeup Lynski
- Nails Sylvie Macmillan
- Set Stefania Lucchesi
- Production Object and Animal
Juicy Couture reveals its stunning Autumn Winter ’21 campaign and collection, with a focus on championing female resilience and athleticism, whilst honouring an 80s aesthetic.
Juicy Couture – perhaps the most iconic loungewear export to come out of the 2000s – is synonymous with the Y2K aesthetic, famous for clothing pop culture behemoths such as Paris, Kim, and Nicole as they flitted around LA, donning candy-coloured Juicy velour tracksuits almost as faithfully as a uniform throughout the early 2000s.
In 2021, Juicy Couture made its return, heading the Y2K revival backed by Gen-Z – but this time, with a renewed outlook, anchored in empowerment. After revealing ‘new look’ Juicy in early 2021, now, the brand reveals its Autumn Winter ’21 collection “When Hell Freezes Over” – an exploration of sisterhood, sex positivity and the emotional demands of competition. Swapping out the girly girl aesthetic that the brand is most revered for, Juicy Couture infuses its sugar sweet image with overtones of physical power, strength, and athleticism.
Celebrating female resilience and showmanship at the forefront of its campaign, Juicy Couture looked to icons that uphold these notions of female strength – from Cher to Doja Cat; the cast of Dynasty to TLC, to the ultimate muse: Simone Biles, who championed putting mental health first at the Tokyo Olympic Games held earlier this Summer.
The powerful project is the second seasonal output from Juicy Couture’s ‘new look’, headed by Amy Gibson, formerly of Ivy Park. Juicy AW21 displays the brand’s foray into streetwear and eveningwear, riffing on its much-loved velour with western-inspired rhinestone detailing with iterations of the brand’s ever-evolving slogan.
Featuring oversized puffas, tie-dye tracksuits, XL hoodies, skin-tight mesh bodysuits and an iconic oversized monogram faux fur coat, the collection is a nod to 80s athletic streetwear, the ethereal images shot by Aidan Samiri and styled by Georgia Pendlebury.
Juicy Couture is well and truly back – trailblazing a path of female empowerment for a new generation of Juicy Couture clients, who can be proud to wear it as a uniform.
Check out the new AW’21 collection here.
