Remember the days ol’, where women, young and old alike, laden with big square sunglasses, a sequin bag the size of a water buffalo, and occasionally, a dog inside the bag roamed the streets? Ah yes, but lest we forgot the most important part of this spectacle: the giant “Juicy” encumbered across the rear end of a hot pink velour sweat suit. Although it has been years since such game has been widely seen, we are still somewhat confused as to why the words “velour” and “sweat suit” ever appeared in the same phrase, piled right on top of one another.
Now what the hell is she talking about? You must be asking yourself this. I know you probably are assuming that I am talking about Juicy Couture, but why? I think that the majority of millennial’s have this image seared into their minds, turning into what we should expect from this brand. But it’s been years since the popularity of this trend, perhaps even a decade has passed since this has been a normal sight. But, like any young, naïve, optimistic girl, I have faith that like people, brands can change and evolve into something better. After all, we all like to assume that we are better people then we were yesterday, right? On a rare occasion, this optimistic nature transforms into a reality and personally, I see this validated in Juicy Couture, as a brand.
Every human goes through their awkward tween age years (yes, I did in fact mean “tween”), and at some point, there is a coming of age. Over the past few years, Juicy Couture has done just that. They have moved away from fuzzy fabrics and moved towards more adult, work-place friendly textiles. They’ve gone past full-on PINK, to a color palate that anyone can really wear, and not look like a total drab. Even though there is an overwhelming amount of pastel involved in their marketing, it manages to appear edgy and of-the-moment, unlike in the past, where our patience was wearing thin of what they were offering us. Even since 2012, Juicy Couture’s look books have been published alongside fashion shows by the likes of Stella and Dior, pretty impressive for having such a history.
I love success stories- I love the underdog coming out on top (who doesn’t?) or the person proving that the reputation they have been given is actually wrong. Although Juicy does sell sweatpants to those who refuse to move forward in time, sometimes all it takes is giving something we thought was outdated and cliché a second chance- like LA Gears. Just kidding, don’t give those a second chance.
Is there a brand you love that has had a total turn around?
P.S.- What would change mean if you didn’t give an ode to the past every once in a while? Case in point. Kind of chic though, right?