News & Runway

Erin Fetherston for Juicy Couture: First Look

A few weeks ago, I went to a Juicy Couture-hosted dinner to celebrate the brand teaming up with Erin Fetherston.

The young NYC-based designer took a creative consultant role in May, after Juicy founders Gela Nash-Taylor and Pamela Skaist-Levy left their posts.

Now, just a few months after the initial announcement, we have the first look at the pieces that Fetherston has designed.

The 11 styles will launch for holiday, and will include a version of the champagne velour gown with draped dolman sleeves that Fetherson wore to the Met Ball (which was not only her first Juicy design, but it coincided with her first official day as Juicy’s creative consultant), as well as accessories. 
The initial images look promising – especially the Art Deco-inspired jewelry that will be accompanying the holiday looks.
Though Juicy may be best known for their sweats and hoodies, with the introduction of their higher end Bird line, they’ve quickly become a go-to for dressier looks, something that Fetherston seems to be playing up in her capsule collection.  The designer has definitely lived up to what she told me about infusing her own flair, while staying true to Juicy’s roots.

Aside from the Met Gala-inspired dress, there are bugle-beaded blazers, sateen-trimmed jackets, beribboned draped skirts, washed silk jumpsuits, and bustier dresses, each of which will wholesale for between $72 and $172. 

Up next?

In honor of Juicy’s 10th anniversary in 2011, Fetherston will put her own spin on the brand’s tracksuit.

There’s no word yet on what she has planned, but we do have an exciting ad campaign for the new Fetherston wears to look forward to in the near future.

Always eye-catching, the Juicy ads will be shot by Steven Meisel, styled by Lori Goldstein, and the models’ hair and make-up will be done by Orlando Pita and Pat McGrath, respectively.
It will be interesting to see how the darker, dressier style that Fetherston has opted for will be incorporated in the usually poppingly bright Juicy ads.