Of the 18 brands that collaborated with Demna Gvasalia to create label-of-the-moment Vetements’ first-ever Paris Couture Week showing, little did we expect that early-aughts darling Juicy Couture would steal the show. Best known for its Paris Hilton-endorsed velour tracksuits, the once omnipresent brand came back with a flaming cherry red vengeance. Jaws dropped, derrières yearned to be emblazoned with gothic silver lettering spelling j-u-i-c-y.
Today, velour virtuoso Juicy Couture announced its return to the fashion scene with an ad campaign dedicated to its signature pairing, entitled #TRACKISBACK. The accompanying video spot, which features 21 downtown influencers reminiscing about their first tracksuit — most of them Juicy Couture, many of them pink velour — celebrates the 21st birthday of the cozy cultural mainstay.
In the actual print campaign, each It girl demonstrates how to style her middle school staple for the present day (whilst avoiding looking passé). Alewya Demmisse wears her maroon hookup under an oversized blue puffy overcoat featuring furry lapels. Hind Sahli sports her fuzzy gray hoodie with a sheer plaid maxi skirt, black suede tennis shoes and a message tee. The overall lesson is this: play with texture and fabrics (fur, leather, silk, denim), pair with sleek, fashionable kicks (preferable sneaks) and only one velour piece at a time, please.
If you are intent on wearing a full-on tracksuit look, there are equally juicy, somewhat more elevated ways of doing so. Click through the slideshow below to see how Bella Hadid, Kendall Jenner, Rita Ora and more take on the trend and, of course, shop some of our favorites. Whether these big-time style stars dare to step out in head-to-toe velour, only time will tell.