Thursday, 10 September 2020

Kappa links up with Juicy Couture with Sofia Richie collection




Italian sportswear leader Kappa has linked up with Juicy Couture to launch a capsule collection with Sofia Richie, making her debut with the Los Angeles brand in its 25 anniversary year.

The new collab features fitted tracksuits, tube tops, belted bum bags and slides in a pastel palette of mint and blush, with offerings in a shade of black smoke. Each design includes instantly recognizable details including iconic the Kappa Omini logo depicting a man and woman sitting back-to-back to the Juicy Couture initials – J and C - across the classic Kappa Banda running along the arms and legs of the tracksuit.

“I’m so excited to join the Kappa x Juicy family! Kappa and Juicy are synonymous with sport and style and the collection does an amazing job paying tribute to such a fun time in fashion and pop culture,” said Sofia Richie, the 22-year-old model and occasional fashion designer, daughter of singer Lionel Richie, and goddaughter of Michael Jackson.

Richie, who has modelled for Chanel, Dolce & Gabbana, Tommy Hilfiger and Michael Kors, has previously collaborated with UK retailer Missguided and denim brand Rolla's Jeans.

This Kappa/Juicy/Sofia collab will be launched in France on October 1, with an exclusive corner inside Galeries Lafayette Champs-Elysées.

“The Kappa track suit has been an instantly recognizable icon over the last 50 years through the sponsorships of renowned soccer teams like Barcelona FC and the US athletics teams. One might consider our track suits with the iconic Banda logo tape as the original athleisurewear. A special collaboration with Juicy Couture and the classic feminine velour track suit felt like an instinctive fit,” said Lorenzo Boglione, VP of Sales at Kappa. Based in Turin, and founded in 1967, Kappa today retails in over 130 countries.

The collection’s campaign captures the novel mix of ideas, photographed by Amber Asaly during a day spent at a chateau in the foothills of LA.

“Juicy Couture is one of the most beloved and memorable brands in fashion, and so many people have such a strong emotional connection to it,” added Natasha Fishman EVP Marketing at Authentic Brands Group, the owner of Juicy Couture. Founded in LA in 1997, Juicy Couture boasts more than 60 free-standing stores and distribution in some 25,000 sales points worldwide.

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