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Juicy Couture SS20 collection 4
Courtesy of Juicy Couture

Iconic 00s label Juicy Couture drops its latest campaign

The LA brand’s SS20 collection clashes past and future – and there’s not an Ugg boot or a chihuahua in sight

After Vetements put it on the runway as Couture back in 2016 and J-Lo was spotted wearing it under a huge fur coat in the trailer for stripper saga Hustlers, iconic label Juicy Couture is currently surfing a wave of renewed popularity. Now, the brand’s SS20 collection and a new series of images make their debut. 

As imagined by Ivy Park designer Amy Gibson, essentially it’s business as usual: among the collection are a series of soft velour tracksuits, form-fitting hooded leotards, skintight catsuits, and slinky dresses, many of which are emblazoned with the label’s signature diamante branding (surprise!). According to the brand, the offering is all about drawing on Juicy Couture’s heritage but pushing it forward for 2020. There are also a number of accessories set to be released, including handbags, shoes, and hats. 

Juicy Couture cemented its status as a legendary label back in the early 00s when the likes of Britney Spears, Paris Hilton, and Lindsay Lohan were all pictured regularly wearing its distinctive tracksuits. Usually tucked into Uggs and accessorised with a Starbucks coffee cup or a chihuahua, the cosy sets became the de facto Los Angeles celeb uniform and spawned countless bootlegs by brands looking to cash in on Juicy’s success. 

Check out the gallery above.