In 1994, Gela Nash-Taylor (née Gela Jacobson) and
Pamela Skaist-Levy, both residing in
Pacoima, California, decided to create their
own fashion label. Their aim was to create a label
equal to that of other major labels, but to be more
affordable to the general public (although this
is no longer the case, as most of their apparel
is priced at more than $100 USD). Their line, which
they called "Juicy Couture," was to include
a variety of athletic and casual wear, most notably
the velour tracksuit that won Juicy Couture a great
deal of popularity. Taylor and Levy did not have
much money with which to start their label, thus
leading to a slow start-up of the company. In 1996,
after establishing their company and needing to
get the brand in the public eye, the women sent
their completed designs to celebrities.
with turning the velour tracksuit into a trend,
was sent a track suit with "Madge" embroidered
on it (Juicy Couture rarely uses "Madge"
on their clothing anymore). Madonna was seen wearing
the tracksuit, and the company became a success
almost instantly. Juicy Couture was a very limited
brand, being available at very few locations such
as Neiman Marcus (the company did not establish
exclusive boutiques and flagship stores until the
late 00's). Around 2004, the velour tracksuit once
again became very popular, and Juicy Couture then
became a worldwide known brand.
In 2006, Taylor and Levy introduced a new line called
'Couture Couture' consisting of 20 pieces and higher
prices. This line reflects the new lifestyles of
the two fashion designers, only carried in high
Today, Juicy Couture's women's clothing remains
generally the same, although the company now carries
men's clothing, cosmetics, jewelery, handbags, and
Liz Claiborne is reported to have sold $258
million worth of Juicy Couture merchandise in the
first six months of 2008 despite the almost worldwide
In 2008, Juicy Couture released a plus-size line
called "Extra Juicy". It was originally
a Nordstrom exclusive, but is now widely available.
In June 2009, the menswear designer left Juicy Couture,
thus the company halted production on their men's
Slogans & Symbols
Juicy Couture is known for its large amount of slogans
and symbols. The company has never used one single
slogan at any particular time, except for slogans
that are attached to a certain product, such as "Viva
La Juicy," and the Viva La Juicy perfume.
Their other slogans include "For Nice Girls
Who Like Stuff", "Eat Candy", "Smells
Like Couture", "Be Juicy", "Cupid
Couture", "Viva la Juicy", "Juicy
is Forever", "Her Royal Juicyness", "Wake
Up And Smell the Couture", "Go Couture
Yourself", "Cupcake Couture", "Bundle
Up, Wear Juicy", "The Joy Only Bling Can
Bring", "Peace, Love, and Juicy", "Let
Them Eat Couture", "Have a Juicy Day", "Some
Girls Have All the Juicy", "Dude, Where's
My Couture?", "Choose Juicy", "Queen
Couture", "Prep It Up Juicy Couture", "Couture
is Here", "Kiss My Couture", "I
just want Couture", "Crimes of Couture"
and "It's Exhausting Being This Juicy".
Their signature Juicy crest, as well as the phrases "Love,
G&P" (formerly "Love P&G")
are stitched on the inside tag of each item of Juicy
apparel, as well as the shopping bags used at the
boutiques and flagship stores. The order of the
initials changed in early 2006 after a lawsuit by
Procter & Gamble corporation.
The company has received a lot of negative criticism
for its slogans from several organizations and parents.
Juicy Couture is known for having their slogans,
as well as the single word "Juicy" across
the back of their tracksuit pants, which has been
deemed as sexually provocative by many.