Brand Expansion. Adventures in Sleepwear.

July 21, 2008 • Accessories


This month, Juicy Couture launched a line of sleepwear, its first endeavor into jammies and robes. Although Choose Sleep by Juicy Couture Intimate Apparel  is being sold at 150 better department stores like Nordstrom, Saks Fifth Avenue and Neiman Marcus, we think the less-couture lounge line might be a strategy to combat failing retail numbers.



According to WWD, "The collection of nighties, robes, pajama bottoms, sleep tops and undies
are rendered in whimsical graphic prints and luxe fabrics, including
cotton pointelle Modal and soft woven cottons
." Furthermore, co-founder Gela Nash-Taylor added, "We wanted to design a collection of buttery-soft, cozy, amazing things to sleep in and hang out in — totally Juicy."

The brand said the new line was a natural extension of Juicy’s ‘casual luxury.’ Prices will range from $14 for panties to $125 for robes.

But we thought Juicy already made loungewear? What else would you call those tracksuits?


Well, we hope no celebs adopt the new Juicy jammies as their only outdoor attire.

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