ICONIC Noughties brand Juicy Couture is bringing back its most famous bag.
Once a beloved style amongst Hollywood’s finest like Paris Hilton, Lindsey Lohan and Britney Spears, the Daydreamer was a cult piece.
And now, over two decades since it burst onto the scene, Juicy Couture bosses are bringing it back.
It is set to hit shelves again TOMORROW – and it’s exclusive to the UK.
The Juicy Couture Daydreamer Bag became iconic in the Noughties due to its role in defining the It-girl aesthetic.
The use of plush fabrics (like velour and terry cloth) were a signature look for Juicy Couture, matching its famous tracksuits.
Fashion critics at the time felt that this gave the bag a casual yet luxe feel, making it a go-to Y2K piece.
The design was also logo-centric.
It had an oversized ‘Juicy Couture’ emblazoned on the side which made it a status symbol, especially among young women who were influenced by celebrity culture.
This logo-heavy design was also part of the Noughties trend of brand names being boldly displayed.
And let’s not forget: the Daydreamer came with girly embellishments like oversized bows and bling charms.
The bag’s UK exclusive return has ruffled feathers across the pond.
“Why doesn’t America get any of this?” one shopper moaned on TikTok.
“It’s ridiculous Juicy Couture is proudly made in the US but only giving the good stuff to the Brits,” another slammed.
How to nab a Juicy Couture Daydreamer
The all-new Juicy Couture Daydreamers go on sale tomorrow at 8am on the brand’s website.
Bosses have teased that there will be four colours, but won’t reveal what those actually are.
The Rise and Fall of Juicy Couture
In the early Noughties, Juicy Couture became synonymous with the glamorous, laid-back lifestyle of Hollywood celebrities.
It was founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor – but when the brand introduced their velour tracksuit a few years later, it struck gold.
It became a status symbol for Paris Hilton, Jennifer Lopez, and Britney Spears.
With its bold “Juicy” logo emblazoned across the back, the tracksuit became a cultural phenomenon, cementing the brand as a Y2K fashion staple.
Soon enough, it expanded into handbags, fragrances and accessories.
But as fashion trends shifted away from logo-heavy, athleisure wear, Juicy Couture’s iconic look began to fall out of favor.
It struggled to evolve with changing tastes and was sold multiple times between 2003 and 2013.
Juicy Couture’s retail presence dwindled, and by 2014, nearly all its standalone stores were closed.
That’s until Y2K fashion became cool again.
The velour tracksuits reared their glamorous head again in 2020, with It-girl stores like Urban Outfitters and JD stocking them.
Now, Juicy Couture is slowly building its authority in the mid-range luxury space, all while capitalising on Gen-Z’s appetite to dress like their mums and dads did in the Nineties and Noughties.
The price is yet to be confirmed, too.
However, some shoppers claim they’ve found renditions of the style in TK Maxx already.
“I got this exact one the other day,” one fashionista claimed under Juicy Couture’s announcement video.
“It was in a TK Maxx in Glasgow.
“I’ve seen a few other people get them from TK Maxx recently too.”
A second claimed she picked up one of the styles in her local off-price retailer last Wednesday.
“I didn’t even know they existed, so I was shocked to see like four of them,” she wrote.
“I’m regretting not getting the other colours now.”
