Juicy Couture celebrates athletes and icons in their latest campaign

EXPLORING sisterhood, sex positivity and the emotional demands competition can put on your mental health, Los Angeles-based lifestyle brand Juicy Couture shines a light on the global dialogue amid the Olympics regarding young champions.

Their autumn-winter 2021 campaign, titled When Hell Freezes Over, looks at athleticism and physical power championing women as the winners of whatever stage they stand on.

Juicy Couture AW21
Juicy Couture AW21
Juicy Couture AW21 Juicy Couture AW21
Juicy Couture AW21

Bringing both today and yesterday’s heroes to the forefront of this collection, Juicy Couture are merging streetwear, loungewear and evening-wear all together. Not straying too far from the brand’s iconic velour tracksuits (which are still very much a part of this collection), puffer jackets, bodysuits and faux-fur coats are among some of the standout pieces.

Juicy Couture AW21
Juicy Couture AW21
Juicy Couture AW21
Juicy Couture AW21

Sure to turn heads wherever you go, this collection has one message: continue to be brave.

by Imogen Clark 

GLASS HK WELCOMES YOU

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