October 11, 2019

Brunette's Juicy Surprise!

Some exciting news was revealed last night at Vancouver Fashion Week when local fashion powerhouse Brunette The Label took to the runway for the first time in five years to debut its latest F/W holiday collection, as well as make a surprise announcement about its partnership with iconic global brand Juicy Couture! We chatted with Brunette founder Miriam Alden about all this stylish collab, available in early November, and her personal fave pieces from the range! —Vita Daily


Hi Miriam! Tell us a bit about yourself / Brunette to start :)

I am the founder, creative director and CEO of Brunette Showroom, Brunette the Label and The Babe List. Brunette the Label began 5 years ago as a marketing tool for my original business, Brunette Showroom. My dear friend and now marketing director Ryan and I printed a sweatshirt with "Brunette is the New Black" to help promote the showroom at a trade show, and one of my retailers from the showroom was interested in selling it in their store. I printed 12 sweatshirts as a test, and sold through them immediately, so printed 24, and then 36 ... you get the picture! Now, Brunette the Label is sold in over 700 stores in Canada and the US and is quickly growing in Australia and Europe as well. Our most popular and signature sweatshirt and product sayings, “Blonde” and “Brunette,” are trademarked in Canada and are in progress for the U.S., too. Brunette the Label's mission is to create a lifestyle of collaboration through our brand and to change the meaning of the word “babe” to a source of positivity around self-love and kindness.

How do your collaborations normally start, and was this one, with Juicy Couture, the same?

We have collaborated with a variety of brands over the years and every collaboration has started in a different way, but typically we end up meeting most brands and people we work with quite organically through shared values. The Juicy Couture team was initially drawn to our booth at Project Las Vegas by the neon Babes Supporting Babes sign we had displayed, and that is when the conversation about creating a collection together began. As two female-founded brands, both Brunette and Juicy Couture share similar visions and values, so this collaboration has flowed very naturally.

Who did you work with from JC to create this range?

We worked very closely alongside the Juicy Couture team in New York City all the way from the initial agreement to the end product. They are amazing and very supportive partners, and the synergies are extremely cohesive. It always feels really exciting to be in their offices in New York—the energy of the city and the team make the collaboration even more special.


What does the collection consist of, and how does the JC aesthetic figure in it?

This collection is the perfect combination of signature Brunette while staying true to the iconic Juicy Couture style. The pieces are meant to be wearable, comfortable, and fun—all while making you feel strong and beautiful. This limited-edition collection will feature the most popular Brunette styles with the classic Juicy Couture gothic font, as well as a Juicy Couture velour jogger and zip-up set featuring a custom Brunette the Label x Juicy Couture design, and the iconic J zipper pull.

What about this collab makes you most proud?

I’m really proud to be working with such a successful female-founded brand. I have been a huge fan of Juicy Couture since the day I bought my first pink velour tracksuit (three of my four bridesmaids brought up my love for Juicy in their speeches at my wedding), and the book written by the two women who founded the brand was a massive inspiration for my own business, so this collaboration has been a dream come true.

Why did you choose to reveal this range during VFW?

We haven’t participated in VFW for a number of seasons and as this collaboration is very special and exciting for us, being able to reveal it in our home town of Vancouver with our friends and family watching felt like the perfect time to come back.

Tough question: what one piece from the collection is your fave?!

I am obsessed with oversized everything, so I am a big fan of the Big Sister fit Brunette piece. But for sentiment’s sake, and just because it's the cutest thing ever, my first piece will be the pink velour tracksuit with the custom Brunette ❤️ Juicy tape down the sides of the arms and legs in the iconic Juicy Couture pink with the signature J pull zipper.


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