Are Cali-trash purveyors, Juicy Couture tryna' slip into the so-far uncharted realms of taste and, dare I suggest, subtlety? Their curious appointment of Erin Fetherston as Creative Consultant suggests they've finally recognised we no longer wanna be strutting about with JUICY slapped across our asses and that tapping her romantic, flouncy aesthetic may, just may, shed their chavtastic connotations.

Her first daunting (read: probably impossible) task is to reignite our love for their signature tracksuits. Hmm, do I smell pussy-bowed hoodies? Silken trakkie-bottoms perhaps? Fetherston will also pop out a micro-collection of dresses this summer. She spoke (with two fingers crossed behind her back):

"This is an incredible opportunity. It's very impressive that Juicy Couture has become a global brand in such a short period of time. I've always related to its fun-loving and modern spirit and its distinct design point of view."

Riiiight. Since its founding members, Gela Nash-Taylor and Pamela Skaist-Levy fled from the velour monster of their own creation in January, Juicy has needed to take a good, long look at its grotesque self and reposition the label as a coveted one again (TRR suggested that a pyre of everything was the only solution). Fetherston will still continue with her own eponymous mainline and will introduce more limited edition pieces into the Juicy Couture line.

Posted on May 12, 2010 at 11:28:44 by The Real Runway