Hollywood’s A-list favourite velour tracksuit brand Juicy Couture finally launches in South Africa at the swanky Melrose Arch
The contemporary casual wear and dress clothing brand, Juicy Couture was created in 1995 by two friends. Gela Nash (prior to marrying Duran Duran’s John Taylor) and Pamela Skaist-Levy, both living in California at the time, decided to create their own fashion label, Travis Jeans, selling maternity pants. In 1996 a decision was made to change the name to Juicy Couture.
Post-establishing their company, Nash and Skaist-Levy realised that they needed to generate public awareness for the brand. They began sending out their completed designs to celebrities. In 2001, the famous Juicy tracksuit was introduced and custom designed for Madonna, which helped turn the velour tracksuit into a trend. Public appearances of celebrities spotted in the brand gathered instant fame for Juicy Couture. Madonna was the first big break through celebrity endorsement for the company. Subsequently, in 2004, the velour tracksuit became a fashion hit among celebrities such as Nicki Minaji, Kim K, Jennifer Lopez, Britney Spears, and Paris Hilton- who again garnered further notoriety for the Juicy Couture brand.
Fast-forward to October 2015, the brand is brought to South African shores when its first ever African concept store opened its fashion-forward doors in Melrose Arch, Johannesburg.
Luxury fashion gurus, Surtee Group, are solely responsible for bringing about more high-end retail, through the introduction of this glam retail temptation – undoubtedly adding to Melrose Arch’s ever-increasing fashion cred.
Upon entry, the astute South African shopper can’t help but feel at home as the flagship store channels a fabulous dressing room energy – resembling a giant French walk-in closet. The look is overtly luxurious: black and white checked flooring, French beading, chandeliers, and gold fixtures, expansive use of mirrors and shades of pink adorn the store with a cerise pink couch as the pièce de résistance within the room. The clothing collections and meticulously merchandised jewellery, perfume, handbag and sunglass all work together as the real heroes of fashion within the room – it is what fashion dreams are made of!
Just like a gift, that keeps on giving, Juicy Couture Melrose Arch tastefully and respectfully dedicates sufficient display room to Juicy Couture’s yoga, sportswear, babywear and the heritage collections. Key streetwear, semi-formal and casualwear trends make an unflinching appearance throughout the store.
The Juicy Couture store is located in the upper shopping level of Melrose Arch Shopping centre at shop U12 and can be contacted on (011) 483 2644