The Fashion Statement: Juicy Couture Taps Erin Fetherston
Finally, a designer -- not a celebrity -- getting tapped to design a major label!
On May 1, Erin Fetherston will start her stint as guest designer and creative consultant for Juicy Couture with plans to design the line until the end of 2011. As soon as the holiday season, 2010, you can get your hands on limited edition pieces that will no doubt incorporate the girly, fairytale-like Fetherston stamp.
Juicy Couture, as I'm sure most of you are well aware, is known for the iconic velor track suits that every fashionista donned to do everything but exercise or go to the gym. They were too nice for that! As the trend started to wane, the company was acquired by Liz Claiborne that had a deal to eventually phase out co-founders and designers Gela Nash-Taylor and Pamela Skaist-Levy. The two gave up their control of day-to-day operations earlier this year.
By the looks of things, the marriage will be a good one: Both designer and brand are from California, Juicy has always been Fetherston-level girly and both appear to need the other. WWD reported that Nordstrom dropped Juicy Couture for fall and some new creative blood might drive interest again and help the brand steer clear of becoming just another corporate brand.
For those of you who know little about Fetherston, she grew up in Piedmont, California and went to UC Berkeley. She got her fashion chops at Parson's School of Design in Paris and recently moved from Paris to New York where she has been showing her collections at the Bryant Park tents.
Her clothes? Well, spring was all about sheer blouses, pink bows and feminine dresses. But there were plenty of high-octane black dresses that could make any schoolmarm glamorous. For fall, expect bohemian, '70s spirit and a lot more tailoring.
On Fetherston's to do list for Juicy Couture? A reinvention of the track suit to commemorate its 10 year birthday. I mean, what else could a girly girl want?