When it comes to branding, no one does it like Juicy Couture. The ads, the stores, the window displays, the slogans… everything is on point to fall perfectly in line with its young, flirty, and fun aesthetic, so it's little surprise that they are incessantly imitated (ahem, Kate Spade). Lucky for Juicy, it's impossible to keep up with its ever-changing slogans, symbols, and splashy displays. Its airy, bright New York showroom is a perfect reflection of its image and when I walked in to preview the Summer 2011 clothing, handbag, and accessories line-up, the first thing I saw was an oversized display reading "Live for Love & Juicy." Catchy catch phrases aside, the pieces, which are now starting to hit its website and stores, include a number of on-trend pieces.
Vice President of Communications, Lauren Kucerak, took me through the collection and told me that it was inspired by the Hollywood starlets you'd see in the 1960s in St. Tropez (think Bridget Bardot). This inspiration point translated into a slew of striped pieces, white looks, straw bags, maxi dresses, and big floppy hats.
Of course it wouldn't be a Juicy Couture collection without some sparkle and that made its way most notably into handbags, one of which was completely covered in silver sequins. Robe drawstrings and gold hardware added visual interest to many of the monochromatic pieces, while a number of shoes came finished with touches of gold for a summer kiss finish. The standouts of the collection, however, are without a doubt the sunglasses. This season, expect aviators finished with hearts on the sides, rounded frames, and 80s-inspired shades that come with a set of interchangeable arms. Also worth singling out are the statement bracelets and bangles which are offered in a variety of wood iterations.
No viewing of a St. Tropez-inspired collection could be complete without some cocktails and to that end, Juicy called on the ladies of C & J Nutrition (both of whom contribute to Self magazine) to create cocktails with only 75 to 135 calories. The most popular? The Hottie and Revitalize. See the recipes below.
Revitalize (1 serving):
- 1 ounce Absolut Vodka either infused with cucumber or muddled with two chunks of cucumber
- 1/2 ounce honey
- 1.2 ounce fresh lime juice
- 2 ounces strong cold green tee
Combine all the ingredients in a shaker and shake. Serve over ice in a 10 ounce glass. Garnish with a lime twist and enjoy this 135 calorie drink.
The Hottie (1 serving):
- 1.5 ounces Herradura Silver Tequila
- 1/2 ounce (scant) maple syrup
- 3/4 ouch fresh lemon juice
- pinch of cayenne pepper
Combine all the ingredients in a shaker and shake well. Serve over ice in a 10 ounce glass. Garnish with a lemon twist and enjoy this 135 calorie drink.