Global Brands Group Holding Limited, an apparel, footwear and fashion accessories company, has appointed stylist Jamie Mizrahi as Creative Director of Juicy Couture Fashion, Accessories, Sleepwear, Footwear and Jewelry. She will be responsible for overseeing the creative vision of all Juicy Couture inventory.
According to Fashionista, Mizrahi plans to incorporate a more athleisure style to the brand.
“Juicy Couture is an iconic, American brand, with an incredibly strong brand identity,” said Mizrahi in a statement. “As creative director my goal is to celebrate the brand’s rich history while keeping today’s consumer in mind. Our target is the exact same girl we’ve marketed to from day one, but just like her we have and will continue to grow and evolve.”
Mizrahi is known for styling celebrities such as Katy Perry, Eva Mendes, Kate Upton and more. Last year, she held a consulting role at Juicy Couture when the company was making its comeback while maintaining a foothold in the retail industry. Juicy Couture has since collaborated with and brought its signature velour tracksuits to retailers such as Vetements, Urban Outfitters and Topshop.
“Having grown up as a Juicy fan, Jamie has an inherent connection to the brand and its consumer,” said Sandra Campos, President of Juicy Couture, Global Brands Group in a statement. “Her unique creative vision and strong leadership style will be instrumental as she leads Juicy into the next phase of growth. We are thrilled to welcome someone of Jamie’s caliber to this position, as we believe she brings a unique blend of fashion and entertainment expertise that is a natural fit for the evolution of Juicy apparel and accessories.”