Image via WWD
We were left slightly confused when it was announced in May that Erin Fetherston had been appointed creative consultant to Juicy Couture. Sources at the time put the decision down to them trying to rebrand themselves and create a fresh buzz amongst retailers. All that side, the question on everyone's minds was how Fetherston's ultra feminine style would work alongside the velour tracksuit aesthetic of the Juicy Couture that has become synonymous for WAGs and chavs.
Last week, these teaser images of the 11-piece collection were released showing the champagne velour floor-length dress that the Fetherston wore to this year's Met Ball. Unfortunately I wasn't convinced of using velour on a floor length gown then and have failed to be convinced now. However, a black bat wing dress was a lot more appealing and definitely singalled a step in a good direction for the brand.
Talking exclusively to WWD, Fetherston said she was inspired by the 70s and more specifically Bianca Jagger and Studio 54. Although the reference wasn't clear in the released images, I'm sure it will become more so when the whole collection is finally unveiled.