- Words Solly Warner
The figure-hugging, rhinestone-popping, all-matching clothing brand revisits nostalgic velour classics in its striking SS21 campaign.
There’s no question that 2000s aesthetics have made a return – and in a big way. Whether it’s been lusting for a fashion moment from the comfort of your own home or putting on some sparkle to lift your spirits when going to the shops, it’s clear Y2K won’t be leaving anytime soon.
From low-rise bottoms to halter tops to rhinestones galore, Juicy Couture is leading the way for the Y2K revival with updated iterations of its signature pieces. Not only has the clothing been updated but the brand as a whole has found reinvigoration from British designer Amy Gibson and her team. Once the ultimate symbol of chihuahua-toting socialites such as Paris Hilton and the like, the label has undergone a re-vamp, promoting more diverse and ‘juicier’ bodies.
Standout pieces from the SS21 collection include hooded monogram terrycloth dresses, warped, zebra-striped asymmetrical tops and high-rise swimwear, all surrounded by a colourful array of velour trackies. Jackets and trousers see fan favourite designs of rhinestone “Juicy Couture” embellishments, with underwear elastic bands adorned with the brand’s wording accentuate casual looks. Elsewhere, the Y2K label’s logo takes the spotlight across cinched tops and tracksuit bottoms.
Juicy Couture rounds out the collection with a handful of logo studded handbags in matching pastel tones, statement jewellery pieces and bold sunglasses. Bringing nostalgic appeal and the comfort of velour, Juicy Couture is back.
Shop the SS21 collection at juicycouture.co.uk/collections/ss21-juicy-couture-uk