Fragrance house

Juicy Couture

Juicy Couture was created in the mid-1990s in Los Angeles by Pamela Skaist-Levy and Gela Nash-Taylor. The founders began with maternity wear, then developed high-end T-shirts before the brand’s terry and velour tracksuit became its defining apparel innovation in 2001. Their creative proposition brought together Los Angeles culture, sporty casual clothing, comfort, glamour and humor under the idea of “casual luxury.” By the mid-2000s, the velour tracksuit was widely associated with celebrity culture and the brand’s Los Angeles aesthetic. The founders sold Juicy Couture to Liz Claiborne in 2003 and left in 2010 after losing creative control within the larger corporate structure. In 2013, the brand’s intellectual property was sold to Authentic Brands Group. In 2024, Juicy Couture introduced Dirty London, its first menswear label, drawing on its tracksuit heritage for a contemporary streetwear direction. Juicy Couture entered designer fragrance around 2006, and Viva La Juicy debuted in 2008. By 2011, it was an iconic best-selling fragrance and a top-10 prestige fragrance in the United States; it remains the brand’s principal fragrance expression.