Today Italian fashion brand Juicy Couture has announced that it has signed up Erin Fetherstone to create exclusive pieces for its Holiday 2011 collection and to act as creative consultant to the label. Apparently she will begin working with the team next month, and the first pieces are set to be launched next summer.
We have to admit that we're surprised and fascinated by the pairing. Fetherstone's signature style is feminine, cool and pretty, and her fans and friends include Kirsten Dunst, Zooey Deschanel and Karen Elson - none of whom can we imagine sporting a figure-hugging velour tracksuit.
We can only conclude that the brand has decided to shed its current image and take a different, more fashion-forward direction - not surprising given that the founders of the company, Gela Nash-Taylor and Pamela Skaist-Levy, recently left. We're hoping for something more along the lines of its diffusion line, Bird, which is stylish, covetable and more understated than its older sister. Although the press release does say that part of Fetherstone's remit is to dream up 'fresh and modern reimagining of the brands iconic track suit, which celebrates its tenth anniversary in 2011' so fans of its current vibe will not be disappointed.More