The L.A. lifestyle has always been at the core of Juicy Couture's DNA, and the new Spring lineup, entitled Go West, played up the label's California origins. At its Milk Studios presentation, the collection was split into several tableaux representing a typical day in the life of a Los Angeles native. The opening series of athletic outfits introduced a new Juicy Couture Sport line of trendy yet functional activewear, including leopard sports bras, hoodies, and leggings equipped with Coolmax technology intended for a morning hike in Laurel Canyon or an early SoulCycle class. It's hard to believe that the brand famously known for its terry sweatsuits hadn't yet capitalized on this category.
Moving around the room, Juicy's senior vice president of creative services, Matthew Ellenberger, pointed out a cluster of looks like a sweet gingham shift dress paired with a bubblegum pink leather biker designed for afternoon shopping on Rodeo Drive. Other casual standouts included a shrunken denim jacket styled with a striped shirt, a mini cross-body bag, and a flirty floral silk miniskirt, as well as snug tweed moto jackets and slouchy striped track pants. And for a night out at the Chateau Marmont: a dice-printed shirt and matching pants, a bohemian maxi dress, and flashy gold sequined shorts. Elsewhere, Ellenberger teamed up with Baron Von Fancy on a range of graphic tees and accessories featuring the graffiti artist's signature scrawl, driving home the Los Angeles theme. A California license plate T-shirt, rose gold aviators, and rhinestone-studded heart necklaces and cuff bracelets were among the collaboration's blingy highlights. If it was difficult to imagine sophisticated New Yorkers going for most of this stuff, Juicy was still smart to focus on its Golden State roots.