Juicy Couture, the American clothing label that made tracksuits sexy, has hired the hip, New York-based designer, Erin Fetherston as its creative consultant and guest designer.
One of Fetherston’s first projects will be to reinvent the label’s iconic low-slung, drawstring trackie-pants and zippered, hooded top, which came in pastel-toned velour, fleece or cashmere, and even drew Madonna as a fan. The tracksuit celebrates its 10th birthday next year.
Fetherston, a tall, model-like blonde, who grew up in California, graduated with a BA from Berkeley, and then headed for France, where she studied fashion for three years at Parsons School of Design Paris She launched her own line there in January 2005, before relocating to New York, where she is regarded as one of the city’s bright young stars.
Championed by the photographer Ellen Von Unwerth, the celebrity crowd who love her naughty-but-nice, boudoir-romantic signature, in organza and chiffon, include Kirsten Dunst, Cameron Diaz, Winona Ryder, Zooey Deschanel, and Anne Hathaway.
Fetherston, who will continue to work on her own collections, will begin her collaboration with Juicy Couture next month and will be working with the team on the resort 2011 collections, and introducing a few "limited edition" pieces.
“We are delighted to partner with Erin Fetherston,” said Edgar Huber, president of Juicy Couture. “Not only is she a gifted designer with technical knowledge of fashion craftsmanship, but she has the California roots, trendsetting approach, and individual sense of style to make her an ideal partner for Juicy Couture. I’m confident that her vision will resonate with the millions of Juicy Couture fans across the globe.”
“This is an incredible opportunity,” said Fetherston. “It’s very impressive that Juicy Couture has become a global brand in such a short period of time. I’ve always related to its fun-loving and modern spirit and its distinct design point of view.”
Juicy Couture was founded by Pamela Skaist-Levy and Gela Nash-Taylor, the wife of Duran Duran’s John Taylor. Although initially famous for its tracksuits, which ultimately became a celebrity uniform, the brand has evolved and produces a full range of clothing and accessories, as well as perfumes. The company is now owned by Liz Claiborne. Its London store opened on Bruton Street, in the West End, last October.