Juicy Couture will show during the next NYFW

Juicy Couture is getting ready for its first New York Fashion Week.

The Californian brand that between the end of the '90s and the year 2000 with its velvet suits has conquered stars like Paris Hilton, Britney Spears and Madonna is back today, wore by contemporary celebrities such as Rihanna, Kylie Jenner, Selena Gomez and Lady Gaga.

All thanks to the coincidence between the collaboration with Demna Gvasalia and his Vetements, the love of millennials for the 90s and the renewal of the company, acquired by Authentic Brands Group in 2013 for $ 195 million and currently under the creative guidance of Jamie Mizrahi, that used the Juicy archives to modernize the design elements that made the label so iconic.

The New York debut is only the first step to consolidate the hype that gravitates around Juicy Couture. The second one? Influencers.

"We have enlisted literally hundreds of influencers from around the world to tell the new story of Juicy through their personal experiences- how they wear it, how they style it, how they make Juicy their own",

said to Business of Fashion Natasha Fishman, vice president of executive marketing at ABG.

The appointment is for February 8th. During the show will be presented both Juicy Couture Black Label garments alongside the more casual range, Juicy by Juicy Couture, available at retailers like Topshop and online at ASOS.