Iconic 2000s brand Juicy Couture is bringing back its most famous bag.
Once a beloved style among Hollywood’s top stars like Paris Hilton, Lindsey Lohan and Britney Spears, the Daydreamer quickly became a cult classic.
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And now, more than twenty years after the brand first hit the market, Juicy Couture executives are bringing the brand back.
The book is back in stores TOMORROW, and is exclusive to the UK.
The Juicy Couture Daydreamer Bag became iconic in the 2000s for its role in defining the It-girl aesthetic.
The use of soft fabrics (such as velvet and terry cloth) was a signature look for Juicy Couture and paired well with the famous tracksuits.
Fashion critics at the time felt that this gave the bag a casual yet luxurious look, making it a sought-after Y2K item.
The design also focused on the logo.
The large text on the side said ‘Juicy Couture’, making it a status symbol, especially among young women influenced by celebrity culture.
This logo-heavy design was also part of the 2000s trend of prominently displaying brand names.
And let’s not forget: the Daydreamer came with girly embellishments, like big bows and bling charms.
The bag’s UK exclusive return has caused a stir.
“Why doesn’t America get any of this?” one customer complained on TikTok.
“It’s ridiculous that Juicy Couture is proudly made in the USA but only supplies the British with the best quality,” another fumed.
How to Tie a Juicy Couture Daydreamer
The brand new Juicy Couture Daydreamers will be available for purchase tomorrow at 8am on the brand’s website.
Bosses have already hinted that there will be four colours, but would not reveal exactly what they are.
The Rise and Fall of Juicy Couture
In the early 2000s, Juicy Couture became synonymous with the glamorous, laid-back lifestyles of Hollywood celebrities.
The brand was founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor. When the brand introduced their velour tracksuit a few years later, it was an instant hit.
It became a status symbol for Paris Hilton, Jennifer Lopez and Britney Spears.
With its striking “Juicy” logo on the back, the tracksuit became a cultural phenomenon and the brand became a must-have Y2K fashion item.
The company soon expanded its activities to include handbags, perfumes and accessories.
But as fashion trends shifted away from logo-heavy athletic wear, Juicy Couture’s iconic look fell out of fashion.
The product struggled to keep up with changing tastes and was sold several times between 2003 and 2013.
Juicy Couture’s retail operations declined and by 2014 nearly all of its standalone stores had closed.
Until fashion became hip again around the turn of the century.
Velour tracksuits made a comeback in 2020, when they hit It-girl stores like Urban Outfitters and JD.
Now, Juicy Couture is slowly building its authority in the luxury mid-market segment, while tapping into Gen Z’s desire to dress like their moms and dads did in the 90s and 00s.
The price also has yet to be confirmed.
However, some buyers claim that they have already found versions of this model in TK Maxx.
“I just bought this one recently,” one fashionista claimed under Juicy Couture’s announcement video.
“It was in a TK Maxx in Glasgow.
“I recently saw a few other people buying them at TK Maxx.”
A second claimed she had purchased one of the models at her local discount store last Wednesday.
“I didn’t even know they existed so I was shocked when I saw four of them,” she wrote.
“I now regret not buying the other colors.”
