As an era of fashion fails comes to an end, somewhere in the heart of Mumbai, Ameesha Patel is weeping into her collection of velour as she says goodbye to her beloved Juicy Couture.
The California based clothing first came into the limelight back in 2001, when it was spotted all over young Hollywood – the likes of Paris Hilton, Britney Spears and Jennifer Lopez sported these mono colour tracksuits with ‘complementing’ bedazzled backsides. Bollywood damsels on our side of the hemisphere also lapped up the trend- Aishwarya Rai, Kajol, Shilpa Shetty all had their ‘Juicy moments’ (Ameesha having the maximum) The brand spread far and wide making its way into every fashion victim’s closet.
Over time, as fashion shifted from trailer thrash chic to fifth avenue class, and the brand diluted, its signature tracksuit outmoded. Struggling to survive, it was decided that the label will shut down all its stores in the U.S. by the end of this month. Does this mean that Ameesha will be deprived of all access to velour?
Apparently not. According to this article in the Huffington Post the parent company will relaunch Juicy Couture with a new line of products by spring 2015 shifting focus to accessories, handbags and footwear (velour tracksuits will still be part of the product line). By Fall 2015, it will launch independent Juicy concept stores for intimates, sleepwear and young girls in Asia, Europe and the Middle East.
Whether the label will be able to regain its place in the closets of fashionistas or not, is something we have to wait and watch till next year. Till hen take a look at Juicy Couture’s unofficial Indian ambassador and her favorite Juicy pieces.