I am being very literally with that, California brand Juicy Couture shut down Regent Street this week when it opened its new flagship when 20 hunky Juicy Boys along with cool model Tali Lennox rode down the street on bright pink Juicy branded Vespas, and I was lucky enough to be invited to have a preview of the swanky new flagship before it opened.
I was completely blown away by the décor of the shop, everything from the incredible chandelier to the sweeping marble staircase, to the quirky Juicy touches such as the oversized colourful chairs, the palm trees decorating the walls, and of course the lashings of pink, if was as if Barbie was their interior decorator.
As well as the store being incredible I was also really impressed with the new direction of Juicy Couture, known for its tracksuits and logos, the label has gone through a major transformation and the collection was filled with vibrant Paisley prints, chic tailoring, gorgeous long-sleeve sixties-style dresses, statement knits – I am loving the sequinned parrot, preppy touches that had a hint of Clueless about them, as well as incredible accessories, and there is also a whole section dedicated to the gorgeous Bird Collection.
Worried that the brand has forgotten its roots? Don’t, downstairs in the basement there is a whole wall dedicated to the velour tracksuit for the avid fans.
To celebrate the new flagship, Juicy has launched a special ‘Juicy Loves London’ collection with adorable totes, iPad covers and t-shirts, and the brand has even created an Olympic inspired window to celebrate London 2012.
I was lucky enough to chat to LeAnn Nealz, President and Chief Creative Officer of Juicy Couture, who was lovely about the windows and apparently they were trying to figure out what Olympic sport would be a Juicy sport and I quite agree synchronised swimming is perfect and I love them. They kind of have a 1930’s Hollywood glam vibe about the mannequins with their petal swim caps, and their sparkly Union Jack bikini bottoms.
