Erin Fetherston has been tapped as the newest designer for Juicy Couture. Fetherson will be a guest designer and creative consultant for the brand. She will start designing and her pieces will start with a few limited editions for holiday 2010.
The brand has been having a bit of trouble lately. With the co-founders and co-designers Pamela Skaist-Levy and Gela Nash-Taylor giving up their day-to-day responsibilities and stores complaining of the quality of recent collections not living up to predecessors (Nordstrom even passed on Juicy's fall line), it was time for the Juicy to start re-branding its image.
“I think this is an incredible opportunity. I relate to their fun-loving sense of irreverent, feminine fashion,” said Fetherston. The designer will continue to live in New York City, where her designer collection is based, but will spend a lot of time working with Juicy’s design team in Los Angeles, she said.
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