The Glitter Plan

Pink Juicy Couture tracksuit collage Mean Girls
By Meg O’Donnell via Refinery29.
Once upon a time, in a far-away land called Los Angeles, there were two girls that dreamed of fashion in the sweetest of colors. It was fashion that felt luxurious, fit like a dream and delightfully came in every color of the rainbow. 

It was Juicy Couture. 
Marie Antoinette pink hair rococo style ad by Tim Walker

Juicy Couture as by Tim Walker with vintage car and surfboard
2007 ad campaign photographed by Tim Walker. Image via Dallo Spazio.
For designers Pamela Skaist-Levy and Gela Nash-Taylor, they didn’t need a business plan. They needed a glitter plan. As they created a world full of terry cloth tracksuits, California style and casual luxury, they didn’t follow the rules. Instead, they embraced a “specifically female, punk-rock style of entrepreneurship.” And in the process, they reshaped the fashion landscape and created a global brand. 


Paris Hilton collage in early 21st century Juicy Couture tracksuits
Paris Hilton in early 2000s Juicy Couture track suits. Image via Redbubble.


Juicy Couture book The Glitter Plan
Their story is told in the book, The Glitter Plan: How We Started Juicy Couture for $200 and Turned it into a Global Brand in a tone that is funny, approachable and authentic. The book gives insight into the evolution of their entrepreneurial journey from maternity wear, to t-shirts, to the famous track suit, to a global empire. 
Pastel Juicy Couture as with older women in suits
Marie Antoinette pastel Rococo style ad by Tim Walker
 2006 ad campaign photographed by Tim Walker. Images via Dallo Spazio.
Pastel Marie Antoinette Rococo style photo by Tim Walker
What started as a desire to create the best fitting and most luxurious of t-shirts, planted a seed for a brand that would forever change how women dress. Pam and Gela describe their journey into casual luxury and athleisure before the terms even existed in the early 2000s. Following their instincts to create clothing they would want to wear, the designers embraced the power of terry cloth to create the now famous tracksuit. 
Celebrities wearing Juicy Couture tracksuits
  Image via Cosmopolitan.
With celebrity culture in full swing and women like Paris Hilton and Britney Spears donned their brightly hued tracksuits on the streets of Beverly Hills, it wasn’t long before women across America flocked to the stores to get their own Juicy Couture. 
Pastel juicy couture Westie dogs by Tim Walker
Image via Pinterest.
The book details the rise of the brand, its expansion into new fashion categories, how they built a team at their “Glitter Factory,” their approach to marketing and PR and how they made their millions with the sale of the company to Liz Claiborne. It also sheds light on the hardships they faced as entrepreneurs, the growing pains of a business expansion, as well as the difficulties experienced after the sale Juicy Couture. Following each chapter, the book lays out helpful information for future and current entrepreneurs with tips, key vocabulary and insight into building a company.  
Perfume ad photo with large hair bow by Tim Walker
 Image via The Bitter Lemon.
Perfume photo ad with hair bow drinking perfume by Tim Walker

Though Juicy Couture has had more recent struggles with the changes in ownership, the product line, quality and branding, the fairy tale appeal of this brand remains strong. Two girls who kept friendship, fun and fashion at the core of what they did each day, offer insight into the power of what is possible. Though obstacles were present and the learning curve was steep, Pam and Gela made their dreams a reality and let each of us into their cotton-candy colored world one tracksuit at a time. 
Juicy Couture tracksuits with surfboards on beach. Let them eat couture.
Image via Pinterest.

No comments