California fashion brand Juicy Couture announced on Tuesday that it has signed a new leather and outerwear licensing deal for Europe with Düsseldorf-based manufacturer Platinum 3 Fashion GmbH.
The new license will see Platinum 3 Fashion produce Juicy Couture-branded outerwear and leather goods in the region, implementing a vertical integration model which has conceived to offer greater design flexibility while reducing costs and turnaround time.
The company has promised that the leather and outerwear offering for Juicy Couture’s European Fall/Winter 2019 collection will feature styles especially chosen to suit the tastes of the region’s consumers, which also reflect the brand’s signature style “with a quirky yet confident twist”.
Platinum 3 Fashion GmbH, which also holds a license for Bugatti leatherwear, is part of Dubai-based Platinum 3 Group, which, according to a release from the company has been in negotiations with Juicy Couture for some time.
“Acquiring the license of Juicy Couture is transformational for us, as we step firmly into women’s fashion and further diversify our portfolio,” said Vanita Mehra, managing director of Platinum 3 Fashion GmbH, in Platinum’s release.
It’s been a busy year for Juicy Couture as the noughties favorite has sought to rebrand itself under the creative direction of celebrity stylist Jamie Mizrahi, who took control of the label’s collections in August 2017.
Following its New York Fashion Week debut in February, the label relaunched with a nostalgic collection that reimagined the brand’s iconic velour tracksuits via Swarovski embellishments and channelled the classic Juicy silhouette with cropped jackets, hoodies and tops.
Last month the brand also signed off on its first beauty collection, inspired by its latest fragrance ‘Oui Juicy Couture’, which launched in August with a campaign fronted by Devon Windsor, India Graham, Gizele Oliveira and Luping Wang.