Long before our “perfect lives” replete with “quiet luxury” fuelled our every selfie and ruled social media, Juicy Couture made fashion fun. A lot of fun.
Founded in Los Angeles in the late ’90s by Pamela Skaist-Levy and Gela Nash-Taylor, the brand was an early 2000s pop culture phenomenon thanks to its velour tracksuits, rhinestone details and unapologetically glamorous attitude. Everyone from Paris Hilton and Britney Spears to Jennifer Lopez embraced the label, turning Juicy Couture into the ultimate symbol of carefree style. It was playful, flashy and instantly recognizable—and, if you were like us, owning anything Juicy felt like being part of an exclusive club.
Now, with the Y2K fashion revival re-introducing butterfly hairclips, glitter and, dare we hope, a resurgence of velour track suits, the LA brand is attracting a whole new generation of fans. And us. Again. Because if we’re anything right now, it’s nostalgic for a little feel-good fashion. Which explains why we’ve been spritzing JC’s latest eau Viva La Juicy Elixir like it’s 2005.
A deeper, richer interpretation of the iconic original scent, Viva La Juicy, this Elixir wafts a warmth and sweetness that is indulgently feminine.
The fragrance opens with a sugared blend of wild berries coulis, juicy mandarin and lush gardenia that immediately feels bright, playful and vibrant. Creamy jasmine sambac absolute and jasmin grandiflorum soon bloom forward, alongside a confection of brown sugar to create a rich floral sweetness that feels both glamorous and addictive. As it settles onto our skin, warm tonka bean, smooth sandalwood and benzoin, and soft musk take over leaving a velvety finish that lingers. The overall effect is feels youthful and sophisticated, sweet and sultry.
The bottle itself feels like a back-in-the-day throwback. Tied with the brand’s iconic oversized pink bow and adorned with gleaming gold accents, the heavy, faceted, black glass flacon is topped with a jewel-inspired cap and finished with a signature “couture” dangling charm. Bold and delightfully extra, it perfectly reflects what we want and need right now: the nostalgic spirit and fearless femininity Juicy Couture first bestowed on our younger selves. It’s making us believe we’re invincible again.
Juicy Couture Viva La Juicy Elixir EDP $176 for 100 ml, available at Shoppers Drug Mart and amazon.ca.
