Some years ago, it was almost impossible to avoid gaggles of aunties and their teen daughters in matching velvet zip-up hoodies and slightly too-tight jogging bottoms with ‘Juicy’ inscribed in rhinestone on the derriere on aircrafts. I am talking about the once-famous travel wear – Juicy Couture founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997. Celebs loved these pink velour tracksuits and ‘Juicy Couture’ overnight was a brand to have.
Indian celebs took to ‘Juicy’ with a vengeance and wore it whenever they travelled. Reliance Brands recently opened the first Juicy Couture store at Gurgaon’s Ambience Mall. Liz Claiborne bought over the brand from Pamela and Gela. The brand is reinventing itself by diversifying into ‘couture nouveau’ and has got into perfumes, accessories and clothes. But the hay-days of pink velour tracksuits – Juicy Couture is frankly over.
And what’s worse, today you get cheap knock-offs of Juicy Couture in Lajpat Nagar, Sarojni Nagar and all over. Years back I used to spot ‘Juicy’ on the sagging bums of ladies traveling international in first class or business class. Now I see them on all-kinda bums in Shatabdi and Rajdhani Express!