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Thursday, August 25, 2011

Juicy Couture's Pressed to Play with the Big Boys

Uh-oh terry cloth enthusiasts it looks like the Juicy's gonna dry up.

A little birdie (a very cute one at that, grrr) recently divulged to It Can't All Be Dior that Juicy Couture is reinventing itself with the focus on couture and leaving the juicy at the door

(Bye bye, sugar. And not a minute too soon.)

The brand, owned by Liz Claiborne Inc., is going through a full re-haul. Stores will be completely redesigned and packaging and advertising will be pushed into a new frontier as well. CEO Bill McComb is hoping for a similar renaissance like he's performed at Kate Spade, another brand now successfully guided under the Claiborne hand

(Could Juicy Couture be getting a new image with a youthful brand ambassador like its sister label, Kate Spade?)

Meanwhile the clothes themselves will emphasis refined, tailored and grown up styles with no pink or rhinestones in sight

(And definitely NO butt messaging!)

Think when Erin Fetherston did last year's Holiday capsule collection

Actually, there's an interesting thought: have they approached Fetherston to become full time creative director? She does toe the line beautifully between girly and luxurious. No confirmation yet on any new design talent, but you know we'll keep you posted!

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I'm a fashion writer who writes for Bluefly, EDGE Media, VIRAL Fashion, etc. I use "It Can't All Be Dior" as a safe release for my love of coats, cats and cake. Phew!