Copenhagen-based Ganni has with announced plans for a Juicy Couture collab with a 13-piece capsule comprising a velour track suit, leggings, t-shirt and hat as well as signature Ganni silhouettes. The collection use of Juicy’s famed rhinestone logo to provide dual logos on the garments.
Commenting on the effort, Ganni’s creative director Ditte Reffstrup said, “We worked with logo lock-ups and logomania prints to really turn up the early millennial vibe. We also added key Ganni silhouettes like our draped mesh dress to fuse the two universes. When Juicy tracksuits became an icon in the early years of 2000, I was in my twenties working in retail in Copenhagen. I remember being obsessed with the look. The rhinestone embellishments, the colors, it was such a strong look.”
Founded in 1997 by Gela Nash and Pamela Skaist-Levy, Juicy Couture peaked in the early ’00s when it was frequently spotted on celebs including Paris Hilton, Jennifer Lopez and Britney Spears among others. In 2003, the brand was sold to Fifth & Pacific Companies. Owned by Authentic Brands Group since 2014, the brand has made multiple attempts to cash in on its Y2K cache though it’s struggled to find an enduring foothold at retail other than as a value-priced brand at department stores like Kohl’s and J.C. Penney.
The Ganni and Juicy Couture capsule will be available on March 30th, at Ganni stores, as well as ganni.com.
