Juicy Couture, a Los Angeles-based lifestyle brand, has appointed Jamie Mizrahi as creative director of the company.
As creative director of the Global Brands Group owned company, Mizrahi will be responsible for overseeing the creative vision of Juicy Couture fashion, accessories, sleepwear, footwear and jewelry as the brand enters into its next phase of development.
“Having grown up as a Juicy fan, Jamie has an inherent connection to the brand and its consumer,” Sandra Campos, president of Juicy Couture, said in a statement. “We are thrilled to welcome someone of Jamie’s caliber to this position, as we believe she brings a unique blend of fashion and entertainment expertise that is a natural fit for the evolution of Juicy apparel and accessories.”
Mizrahi has spent her career as a well-known Hollywood stylist, shaping the looks of high profile stars including Katy Perry, Nicole Richie, Eva Mendes, Kate Upton, Suki Waterhouse and Riley Keough.
“Juicy Couture is an iconic, American brand, with an incredibly strong brand identity,” Mizrahi said in a statement. “As creative director my goal is to celebrate the brand’s rich history, while keeping today’s consumer in mind. Our target is the exact same girl we’ve marketed to from day one, but just like her we have and will continue to grow and evolve.”
Juicy Couture was founded in Los Angeles, California in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor. Juicy’s current Black Label collection is available in approximately 200 Juicy Couture Stores, Juicy Couture outlets and select department stores in 60 countries throughout North America, Europe, Asia, Latin America, Africa and the Middle East.
“Similar to most people my age, I have a very personal history with Juicy, with very fond memories of when the brand first hit the marketplace,” Mizrahi said. “I look forward to celebrating what the brand has been and everything I believe it can be.”