Squeezing Out the Last Drop

Juicy Couture and Las Vegas go together like tracksuits and velour. We were, after all, the first city to introduce a stand-alone store for the Los Angeles-based brand in '04. Now, the Forum Shops at Caesars is unveiling a 4,800-square-foot Juicy Couture store with a Juicy Couture Intimates boutique to come. It seems our city is Juicier than ever.

"Vegas will always have a special place in our hearts. It's like fantasyland; people go there to escape their lives. ... Plus, John and I got married there," says Gela Nash-Taylor, Juicy Couture co-founder and wife of Duran Duran member, John Taylor.

The new store, located just outside the entrance to the newest Forum Shops wing, illustrates the growth of the brand from a denim and loungewear line to a full-blown lifestyle brand.

With every step shoppers take they're exposed to tangible evidence of the success Nash-Taylor and her business partner and best friend, Pamela Skaist-Levy, have seen over the years.

The rebellious yet preppy men's clothing and accessories encourage shoppers to pick up something for their significant other. Kids clothes and baby gear as irresistible as pinchable cheeks remind the most frugal of consumers to bring something home for nieces and goddaughters. And fragrances -- Juicy Couture, Viva La Juicy and Dirty English for the guys -- appeal to the loyal followers who still rock the brand name across their rears.

While the branches have proven sturdy, the roots of this irreverent brand lie in the womenswear. During its early days, Gwyneth Paltrow was photographed wearing the same pair of Juicy jeans all over Manhattan. The designer denim, flirty dresses and California-casual approach of the line as a whole garnered captain-of-the-cheerleader-squad popularity with the masses. But, that wasn't until after the phenomenon of the tracksuit.

"The tracksuit is iconic," says Nash-Taylor. "We accomplished something most people just dream of. We translated athletic wear into fashion."

The plush, wide leg velour pants and matching fitted, zippered hoodies were inescapable. Fans justified wearing them to the laundromat, on movie dates, for parent-teacher conferences and everywhere in between. Britney Spears' wedding line sported pink suits with "The Maids" embroidered on the backsides. Jennifer Lopez wore a shorts version in her "I'm Real" video. Sneakers, Uggs, flip-flops -- even stilettos -- were paired with the suits. Nash-Taylor and Skaist-Levy were a Newsweek cover away from Diane von Furstenberg success.

Today the tracksuit is mostly a staple in airport baggage claims, but the Vegas-exclusive suits at Juicy's new Forum Shops store could breath new life into them. "Choose Vegas," the rearview message on the suits, is also available on accessories and men's tees.

The store itself is worth a visit. Taxidermy with lipstick and rustic oil paintings decorate the walls. Oriental rugs, Jacobean ceilings and a window display with the words "Kiss My Couture" greet shoppers. According to Nash-Taylor it's a fusion of her and Skaist-Levy's personal style in their homes.

"It's different," she says. "It's Juicy."

The new Juicy Couture store is open and located at the Forum Shops at Caesars, 452-5777.