The Cheap Juicy Couture Tracksuit’s Big Redux

Whether you’ve been holding out for this day or if you’ve simply kept a velour set in the back of your closet for nostalgia’s sake, get ready for sartorial vindication. In honor of the cheap Juicy Couture tracksuit 21st birthday (legal, baby!), the brand is betting all its chips on its cult item’s big comeback.

In 2016 alone, the tracksuit has gotten a Bloomingdales capsule and the Vetements treatment; the latter is a sure-fire way to be relevant (again) in the fashion industry these days. Now, Juicy Couture outlet recruited a who’s-who crowd to fête its big anniversary campaign. Whereas Britney Spears and Paris Hilton were adept spokespeople in the aughts, the tracksuit now counts Ruby Aldridge, Cipriana Quann, Atlanta de Cadenet, as well as other cool women from around the globe — 21 in total, fittingly — as brand ambassadors.

The campaign is called #TRACKISBACK (an all-caps hashtag befitting the times). Technically, though, the tracksuit has never really left: It’s been living out its trend afterlife on the racks at Kohl’s. But the company has had some rocky times since the OG matching set’s heyday, including having its co-founders decamp and having to shut down its retail presence as the tracksuit moved from must-have item to kitschy novelty territory. It’s always been endearing to some extent, though; endearing enough to, say, warrant a museum exhibit.

Juicy Couture uk is now banking on the tracksuit’s high-fashion turn; part of its appeal lies in the inherent versatility (and, lazy-girl mentality) of a head-to-toe look. For the campaign, the brand had its 21 ambassadors describe their personal style in one word (well, more like three), all while wearing the velour suits. The results were pretty varied. Among their answers were, “edgy,” “’70s chic,” “multiple personalities,” “masculine,” and “comfy.” The takeaway is clear: There isn’t a singular type of person who wears a tracksuit — so embrace the look however you choose.

Check out the full clip below. Given this wave of incredibly stylish recruits, can we expect to see a lot more velour in Fashion Week street style come September? We certainly wouldn’t hate it.

Are Juicy Couture tracksuits UK making a comeback?

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Paris Hilton wearing Juicy Couture

We had filed Juicy Couture tracksuits firmly into the ‘let’s forget that ever happened’ category, but proving that even the most unlikely items can claw their way back from fashion’s Room 101, Juicy Couture velour tracksuits were seen on the catwalk at Paris Haute Couture Fashion Week.

On Sunday, the much buzzed-about-label Vetements showed its SS17 collection at Haute Couture Fashion Week, collaborating with 18 brands including Manolo Blahnik, Mackintosh, Canada Goose and, most surprisingly, Juicy Couture outlet. One look included a red velour bodysuit with ‘Juicy’ written across the backside in rhinestones, which is perhaps the last thing you would expect to see in the same week as multi-million pound bridal gowns and hand-stitched dresses which will have taken months to create.

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Juicy Couture at Vetements

You will remember that in the early noughties, candy-coloured velour Juicy Couture tracksuits were the It girl uniform- all thanks to a certain Paris Hilton, the heiress who was dictating taste at the time.

Nowadays, celebrities in tracksuits usually means an elegant Lululemon/ Nike look accessorised with a green juice and Soul Cycle (that’s LA’s most popular spinning studio, by the way) cap signalling devotion to the atheleisure trend. But in the Bling Ring era, a tracksuit with a silver J zipper was the ultimate downtime uniform for the rich and famous who considered lifting several shopping bags the extent of their daily exercise regime. For those with nothing to do except shop at Kitson and fire texts from a glittery Sidekick phone, cheap Juicy Couture tracksuits were de rigeur.

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Paris Hilton wearing a pink Juicy tracksuit in LA store Kitson

Back in the days when almost every Hollywood star was styled by Rachel Zoe, Perez Hilton would post daily pictures of Hollywood socialites in velour tracksuits, a Starbucks in one hand and a chihuahua on the other. At Britney Spears’ wedding to Kevin Federline in 2004 the guests changed into matching pink and white tracksuits, personalised with ‘maids’ (for the girls) and ‘pimps’ (for the boys) etched onto the back of their hoodies. Of course, it’s hardly surprising that the Juicy tracksuit eventually suffered a similar fate to the marriage of Spears and Federline.

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Lynne Spears and Jamie Lynn Spears wearing Juicy Couture at Britney Spears’ wedding

The tracksuits quickly fell out of favour (perhaps it was something to do with Kerry Katona wearing hers to Tesco?). In 2014 Juicy Couture closed all of its shops in the United States.

But they have recently started to market the low-rise velour tracksuit as a fashion item once again.

In March Juicy Couture collaborated with model Behati Prinsloo on a collection and then teamed up with Bloomingdale’s to launch a capsule line of tracksuits in seven colours, which will be available this month. Bloomingdale’s vice-chairman Frank Doroff told WWD that Juicy Couture sale is even more relevant now than it was ten years ago. “Juicy was the originator of ath-leisure,” he said, “a trend that resonates with our customers and has a strong presence in our fall 2016 assortment.”

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Britney Spears wearing a Juicy Couture tracksuit in 2003

But if one person could make these tracksuits desirable again it is the recently-appointed Balenciaga designer and Vetements founder, Demna Gvasalia. His questioning, rebellious design ethos has seen seemingly mundane, everyday items transformed into cult pieces. At Vetements, he made the DHL yellow logo t shirt, selling for £195, the surprising sell-out item of the summer, while at Balenciaga he has made cheap supermarket striped shopper bags a strong contender for It bag of Autumn.

Rihanna’s stylist Mel Ottenberg was just one of the people on the front row to giddily Instagram the Juicy Couture Uk look, so we imagine it won’t be long before Juicy Couture comes full circle and is back in the glare of the paparazzi. Perhaps starting with Rihanna?