Photo: Juicy Couture

 

When Vetements collaborated with Juicy Couture for its Spring 2017 collection, it gave the LA brand’s iconic velour tracksuits something they never had - street cred. In Demna Gvasalia’s hands, they were reimagined for Eastern bloc kids who’d hang out at street corners, not for rich Cali “princesses” who fly only on private jets.

 

Photo: Juicy Couture

 

That “twisted” project didn’t just resurrect the label that Pam Skaist-Levy and Gela Nash-Taylor built (and sold), it also spurred it to look at how to keep its new-found relevance. In came new creative director, Hollywood stylist Jamie Mizrahi (pictured above), whose celebrity clients include Katy Perry and Suki Waterhouse.

 

Photo: Juicy Couture

 

The 29-year-old isn’t Gvasalia, but what she is known for is celebrating personal style - a look that is very celebrated now.

 

Photo: Juicy Couture

 

For her debut S/S ‘18 collection, Mizrahi retained the fun and irreverence of the brand - feminine dresses, sporty separates, jumpsuits, bright colours, rainbow stripes and florals - but injected her favourite styles from the late ’60s to the early ’70s - high-waisted pants, oversized shirts, and rompers - for a Juicy Couture for modern times.   

 

This story first appeared in the February 2018 issue of Her World.