Juicy Couture has come a long way since introducing its velour and terry cloth tracksuits in 2001. From there, jewelry collections, shoes, handbags and resort wear followed, as they ran the gamut of the casual luxury vacationers’ market. What’s next as the brand expands into its new digs on South Beach? “Miami is a favorite stop among the well-traveled, and the Lincoln Road store speaks to the lifestyle and evolution of Juicy,” says regional manager Erica Nieves. The brand is also expanding with Miami-themed artwork, T-shirts and surfboards at the new location. Here, Nieves updates us on Juicy Couture’s evolving East Coast aesthetic
The Juicy Lifestyle
In addition to a selection of fashion and art, we’re playing with an assortment of lifestyle items such as custom-designed surfboards and accent pillows. We curated the collection specifically as an expression of Juicy Couture Miami. Some are more obvious, like a resin-sculpted flamingo by Jay Kaplan, but then there are subtler pieces such as Hannah Hooper’s paintings and Christian Astuguevieille’s Deco-inspired mirrored works.
We’ve been very committed to giving the South Beach location its own distinct aesthetic, like Art Deco detailing, lots of white and hits of neon. And then, of course, there’s the whole beach/nightlife sensibility—spending the day on the sand and then going out clubbing is very South Beach.
Viva, Miami! We love the style, culture and architecture of this city, and the Viva Miami T-shirt is our way of saying, “We’ve arrived!” The limited-edition style is only available in Miami and will be the first [of a series of items] designed specifically for this location.