The New Juicy Couture Is Here—and Paris Hilton Approves

There was a surprising addition to the New York Fashion Week calendar this season, one that delighted pretty much everyone who lived through the tracksuit heyday of the early 2000s: Juicy Couture would be presenting its first collection under stylist Jamie Mizrahi, who took over the velour reins earlier this year. Walking into the event in midtown Manhattan, we wondered: Would there be matching sets in lime green and bubblegum pink? Bedazzled text scrawled across the derrière? And, most important, would Paris Hilton be there?

Well, I’m happy to report that the Queen of the Aughts, the Patron Saint of Velour Tracksuits, and one of the low-key most hilarious people on Twitter was indeed there to toast this new chapter in Juicy Couture’s story. Not only that, but Paris was cohosting the official after-party with Galore magazine and Lil’ Kim. She arrived to the presentation, with one of her pups (Diamond Baby) in tow. Who was she wearing? Juicy Couture by Jamie Mizrahi, of course.

Hilton, 36, opted for a contemporary rendition of the iconic two-piece: a bright yellow set, consisting of a cropped sweatshirt and shorts, embellished all over with silver Swarovski crystals. (Custom, she explained on her Instagram Story—”loves it.”)

“So much love to our forever Juicy babe,” the brand posted on Instagram, recognizing Hilton’s indelible role in its history.

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Though parts of the presentation did send us spiraling back in time, Mizrahi’s take on the brand’s heritage felt relevant, not campy: The tracksuits were closer to nineties sportswear than to the bedazzled terry cloth or velour from The Simple Life, and there were plenty of voluminous dresses in bold prints, cropped bell-bottoms, and high-waisted miniskirts. She used nostalgic Juicy references as a starting point, in order to dress the same person who was buying her tracksuits from Juicy Couture back in the day, but the brand has definitely grown up.

“When I started thinking about what I wanted to say with this collection, my mind kept drifting back to our brand’s first customer,” Mizrahi wrote in the spring 2018 show notes—someone who “knew exactly what she liked and wasn’t afraid to wear it.” She still probably has those sensibilities, she said, though the styles she gravitates toward has likely evolved. “I bet if you asked her today to describe her first Juicy purchase, with a voice full of cheery nostalgia, she’d be able to describe it in perfect detail. Deep down, she hasn’t changed one bit, and that attitude and approach to life will always be the ethos of our brand.”

Hilton’s verdict? “We ❤ @JuicyCouture,” she captioned a picture of her and Diamond Baby at the presentation. We’d call that a success.

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