Photo: Yasmine Diba/Courtesy of Juicy Couture x Madhappy
Sound the alarm for Y2K fans everywhere: Juicy Couture and Madhappy have teamed up for a limited-edition apparel collection capturing classic Los Angeles style for a brand new generation.
The 15-piece collection — which includes early-aughts staples such as velour and fleece zip-ups, hoodies, track pants, sweatpants, baby tees, long-sleeve baseball tees and trucker hats — fuses Juicy Couture’s nostalgic charm with Madhappy’s hand-stitch details. Fans won’t have to wait long to get their hands on the collaboration as it launches on Thursday, Jan. 9 at 9 a.m. PT (12 p.m. ET) exclusively on madhappy.com and in its retail locations.
“Juicy Couture is an iconic brand. We experienced its rise to fame first-hand growing up in Los Angeles,” Noah Raf, Madhappy co-founder, said in a statement. “It’s been a privilege to work on this collection and inject Madhappy’s point of view into Juicy’s world.”
The two L.A.-based brands also tapped a familiar Angeleno for their campaign set against the Malibu coastline: Olivia Jade Giannulli (best known as Olivia Jade) stars as the face of the collection, photographed by Yasmine Diba and styled by Ali Fribourg.
Photo: Yasmine Diba/Courtesy of Juicy Couture x Madhappy
The 25-year-old model is staging a comeback of sorts following her 2019 college admissions scandal where her mother, actor Lori Loughlin, admitted to paying $500,000 to get her two daughters (Jade and Isabella Rose Giannulli) into the University of Southern California under false pretenses, and later served two months in jail in 2020. At the time, Jade was a successful beauty vlogger with a Sephora collaboration under her belt. She has since remained active on social media in recent years for her audience of 1.2 million Instagram followers and 1.8 million YouTube subscribers.
Jade appears to be falling back into favor among fashion and beauty brands seeking a buzzy name to promote their products. She did star in Steve Madden’s “The Perfect Pair” campaign alongside Loughlin in 2023, and has seemed to gradually pick up an increasing number of brand collaborations and deals since then, as evidenced by her social media. Perhaps a bright pink Juicy Couture tracksuit is all the fuel Jade needs to fully propel her back into the fashion and beauty industries’ good graces.
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Source: Fashionista.com
