Fashion, comfort and the return of maximalism: Juicy Couture is back

Get ready for the return of velour tracksuits as a new generation discovers the cult label, writes Paul McLauchlan

The rear view: the now-iconic 'Juicy Couture' rhinestones on the brand's signature velour tracksuit bottoms

In a not-so-shocking turn of events, Juicy Couture is back. The American brand known for its ironic take on accessible luxury with velour tracksuits emblazoned with ‘Juicy’ in rhinestones and Gothic script on the butt is charged and ready to capture the heart of the next generation and reignite the passion of its early supporters.

With millions across the globe sheltering in place, women have turned their backs on handbags and stilettos in favour of a wardrobe that is more accommodating of their lifestyles. Sales of activewear have skyrocketed since the pandemic first forced people inside in March 2020. Juicy Couture’s return is poised somewhere between fashion, nostalgia, and comfort.