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90s/00s trends have been seeping their way back into popular culture for several months now.
First, bootcut jeans reentered mainstream fashion when Kate Moss was spotted wearing them at the London Fashion Week FROW (that’s front row, to you) last year.
Then wedge runners slipped back in when designer Isabel Marant launched an updated version called the Balskee in summer 2021… a couple of months later, Ugg Boots resurged in popularity thanks to singer Cher, who heralded them as *the* it-shoes of the season in a new campaign.
That said, nothing is more synonymous with that period in time than the iconic velour tracksuits made famous by stars such as Paris Hilton, Britney Spears, JLo and Kim Kardashian.
Already one of the hardest things to come by on second-hand sites such as Depop, finding an authentic version (still in good nick) is a near-impossible feat… and those that do exist, will cost you dearly. The good news is that the uber-comfortable OG loungewear brand is having a renaissance, so expect to see a lot more Juicy-emblazoned bums strutting around the place very soon.
Teaming up with Scandi label Ganni for their next collaboration, Juicy Couture’s newest collection comprises 13 vibrant pieces and includes a range of rhinestoned tracksuits and graphic tees, sheer logo-branded dresses, leggings, bedazzled hats and collegiate-style sweatshirts – all serving full noughties nostalgia.
Combining Juicy’s signature candy-coloured tones and celebrity nonchalance with Ganni’s playful edge and cool girl aura, the new line also stays true to Ganni’s eco-aware ethos and is made using a mix of organic cotton, pre-consumer recycled cotton and recycled polyester. And in keeping with the brand’s commitment to inclusivity, all garments will be available in a range of sizes from XXS up to 4XL.
“There are few fashion pieces in the world that are as easily recognised as Juicy Couture’s velour tracksuit,” Ditte Reffstrup, creative director at Ganni, commented.
“It’s truly a piece of pop culture history and I am super excited for Ganni’s take on it. Being able to work with them on making the most responsible version yet was a great extra layer to the collaboration.
“For the collection, we wanted to keep the essential 2000s mood and LA vibe while bringing some of Ganni’s contemporary Scandi feel to it.”
As High Snobiety puts it, the collaboration allows the Ganni Girl and the Juicy Girl to “morph into one, creating a superhuman of an influencer”. To quote Ms Hilton, the heiress herself – that’s hot.
Set to launch tomorrow, March 30, the collection will be available to shop in Ganni stores worldwide and online on both the Ganni and the Juicy Couture websites.