Juicy Couture is casual wear done LA style. As the brand proudly proclaims it is not just made in the USA but the ‘Glamourous USA’. We’re not quite sure who decided that velour was going to come under the ‘glam’ hanger but Juicy Couture have taken to it like ducks to water.

Some Girls Have All the Juicy

Believe it or not Juicy Couture, co-founded by Duran Duran’s John Taylor’s wife, Gela, started off in California selling maternity pants in 1994 before making jeans in 1999.

The ubiquitous tracksuits, which first appeared in 2001, have always been made of high-end materials like cashmere. They quickly became the leisurewear of choice of many celebrities including Madonna, Paris Hilton, and also the likes of footballer’s wives Alex Curran and Coleen Rooney.

The Joy Only Bling Can Bring
Despite not being as popular in the rest of the world as it once was, the Juicy Couture tracksuits can be seen still power walking around Jumeirah gyms and the brand has just launched its flagship store in the Mall of the Emirates, bringing its total in the city to three.

There’s no way around it, the store is bling. It’s like Paris Hilton took up residence in a small area at the back with gilded gold chairs and plenty of handbags to browse.

The brand has coined a number of slogans which are stencilled on the walls, from ‘Let Them Eat Couture’ to ‘Go Couture Yourself’. The brand is one you either love - for its excess, gold and ‘me, me, me’ attitude or you hate - for the same reasons.

For Girls Who Like Stuff
There must be a lot of Juicy love in Dubai as the store’s always busy and its range extends way beyond the tracksuits, which are neatly arranged in a huge range of colours (zip-up top dhs349). Aimed perhaps more at the teenage market, the store stocks plenty of smaller lifestyle items from enamel charm keychains (dhs249), a selection of patent charms (butterflies, diamond rings) to velour, embroidered iPod cases. There’s also a Juicy computer mouse (dhs249), ‘Heiress to the Throne’ pens (dhs119) and items that verge on the surreal, such as a porcelain frog money bank stencilled with ‘Kiss my Couture’. Bizarrely, we like this item the best!

Smells Like Couture
For those that don’t want every item sprayed in gold or covered in crystals, Juicy has a range of more formal clothes. A pale green, silk dress is beautiful and a black, floral dress comes in about dhs899. The store also has a range of silk sleepwear, called Choose Sleep.

Viva La Juicy
No high-end store worth its stilettos would be complete in Dubai without a selection of arm candy and Juicy Couture is no different. The variety of coloured patent handbags, clutches and wallets is enough to rival the tracksuit selection and if patent isn’t outlandish enough for you, then of course there’s leopard print with yup, you guessed it, some more gold stencilling. Call 04 341 1259