Holy 2000s! Madonna's Daughter Stars in Juicy Couture's New Underwear Campaign
9th December 2020

Holy 2000s! Madonna’s Daughter Stars in Juicy Couture’s New Underwear Campaign

Holy 2000s! Juicy Couture is going back to its roots with an underwear collaboration with affordable underwear brand Parade. Of course, it wouldn’t be a true Juicy collab if there weren’t any Swarovski crystals involved or the brand’s iconic logo visible on the pieces. The supersoft, sustainable underwear features “Juicy” written across the backside of the briefs as well as on the logo waistbands. The collection even comes with a Juicy version of Parade’s Instagrammable hair scarf that has “Live Free, Wear Juicy” spray-painted on it. One surprise guest? Madonna’s daughter Lourdes Leon, who stars in the campaign images.

In a press release, the two brands gave a little background about why they decided to team up in the most Juicy way ever — in the form of a story: “Once upon a time Parade and Juicy Couture set out to create the ultimate collection for nice girls that like stuff. We were inspired by the revolutionary years of the early 2000s when tracksuits were softer, rises were lower, and there was bling on everything. Together, we designed a collection to celebrate the timelessness of brilliant and daring self-expression. A match made in heaven with thousands of sparkling crystals, glamorous jewel-tone shades, and a little bit of velour, Parade & Juicy Couture lived happily ever after.”

You can buy the limited-edition pieces in various types of set boxes, which have fun names like “Dude, Where’s My Couture?” and come with a scarf and a little velour pouch inspired by Juicy’s infamous tracksuits. Keep reading to get a closer look at the campaign images and shop the affordable pieces.

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