Apparently, Juicy Couture isn't all about the tracksuits and the chavy stereotypes that they are extrinsically linked to. Since founders Gela Nash-Taylor and Pamela Skaist-Levy left the label, it looks like they're trying to push a more fashion-focused design aesthetic. With that in mind, the duo has hired Erin Fetherston to design for the brand starting from the beginning of May through to 2011. Many are speculating that the move was aimed at getting retailers interested in the brand again after some dropped it last season.