The History of Juicy Couture: How a Pink Velour Empire Shaped a Generation of Icons
When you think of Juicy Couture at the peak of the Y2K fashion era, you immediately think of pink velour tracksuits, rhinestone logos, and that effortless glam “celebrity running errands” vibe. It wasn’t just a brand; it was a lifestyle. From Hollywood Hills to school hallways, Juicy Couture became the ultimate “It Girl” symbol. But how did it all start?
Pink Juicy Couture Looks
The Beginning of Juicy Dreams
Juicy Couture was founded in Los Angeles in 1997 by best friends and icons Pamela Skaist-Levy and Gela Nash-Taylor. Originally, they launched a small maternity line called Travis Jeans for the Baby in You. But soon, they pivoted, and Juicy Couture was born with an initial launch of sexy, fitted V-neck tee shirts sold in 26 colors.
Early on in their journey, Pamela and Gela realized they were navigating a fashion world largely dominated by men. As Gela recalls in a Racked interview in 2015, many people, especially the men at their accounting firm, didn’t take them seriously. They weren’t corporate or calculated; they were themselves: two creative, unapologetically eccentric women with a vision. Their refusal to conform became their power, which is equally inspiring and badass. While others dismissed their velour dreams, they continued to believe in their vision.
It was their mission to create comfortable, sexy, and unapologetically feminine clothing that celebrated the California girl spirit. Their first major hit came when they reimagined the classic tracksuit into something totally new: the Juicy tracksuit. Soft velour or terry cloth, low-rise pants, and a fitted zip-up hoodie, often with a rhinestoned “JUICY” bedazzled across the back.
Pamela Skaist-Levy and Gela Nash-Taylor
Pop Culture Influence & the Rise of the Tracksuit
Celebrities wearing Juicy Couture Tracksuits
Mean Girls (2004)
What really catapulted Juicy Couture into pop culture fame was one major turning point: celebrity endorsement. In the early 2000s, A-listers like Paris Hilton, Britney Spears, Jennifer Lopez, and Lindsay Lohan were photographed running errands in their matching Juicy sets. Other notable celebrities pictured wearing Juicy included Mariah Carey, Kelly Rowland, Beyonce, Nicki Minaj, Eva Longoria, Vanessa Hudgens, Dakota Fanning, Miley Cyrus, Jessica Alba, Ashley Tisdale, Venus and Serena Williams, and Jwow. It was also seen on iconic TV shows and movies such as Glee (on Quinn Fabray), The Big Bang Theory (on Penny multiple times), in High School Musical 3 (on Sharpay Evans), The OC (on Summer Roberts), Desperate Housewives (on Gabby Solis), and Mean Girls (on Cady Heron and Regina George’s mom).
But the real game-changer? Madonna. When the brand sent her a custom tracksuit with her name bedazzled across the back, she wore it, and the world followed. The co-founders even designed custom track suits for her entire crew of backup dancers. Soon after, Juicy became the uniform of the famous and fabulous.
Peak Y2K Glam: 2001–2008
During the early 2000s, Juicy Couture was everywhere, and it became the ultimate hot girl staple. The matching velour set became a cultural icon, representing a generation that loved glam, self-expression, and comfort in one look.
Their campaigns were playful, bold, with no shortage of pink. Think maximalist princess, dogs in handbags, and royal vibes. It wasn’t just about clothes; it was about the attitude of embracing feeling beautiful, confident, and sexy.
Juicy Couture Promotional Shoots
The Fall (and the Comeback)
Juicy Couture Retail Stores
By the late 2000s, trends shifted toward minimalism as the recession loomed over the lives of Americans. The first sale of Juicy Couture happened in 2003 and was acquired by Liz Claiborne (now Kate Spade & Company). Founders Gela and Pamela left the company in 2010 as they felt they had lost the power to help their brand evolve. Then another sale occurred in 2013 to Authentic Brands Group. That same year, the brand closed all its U.S. stores, leaving fans heartbroken (Forbes, 2020).
Bella Hadid, Kylie Jenner and Cindy Wolfie
But, like all Y2K icons, Juicy made a comeback. True to its roots, celebrities like Kylie and Kendall Jenner, Hailey Bieber, and Bella Hadid put Juicy back on the map. In 2023, Ice Spice wore a white Juicy tracksuit in “The Boys a Liar” music video, then soon after, Cindy Wolfie did two (iconic) photo shoots with them (2024 and 2025). Like mother, like daughter, Madonna’s daughter Lourdes Leon also began wearing Juicy and was even featured in a campaign.
Today, Juicy Couture is back in rotation among Gen Z fashion lovers and nostalgic millennials who never stopped believing in sparkly velour tracksuits.
Why We’ll Always Love Juicy
Juicy Couture isn’t just a brand, it’s a feeling. It’s walking around like a bad bitch who knows it. For me personally, it helps me embody the confident and stylish energy of fashion icons like Paris Hilton and Britney Spears. The velour, the rhinestones, the pink princess attitude cracked open a dream life frequency for girls who wanted to feel glamorous in their everyday lives. Modern Juicy has become more accessible, while the resale market for vintage Juicy is going strong. Juicy has had such a strong impact on the development of my own personal style, and I’m 100% a #JuicyGirlforever.
