Erin Fetherston Just Might Save Juicy Couture

The velour bustier dress.

In the spring Juicy Couture hired Erin Fetherston to design for the label, beginning with the fall 2010 holiday collection, which launches November 15. The company needed help after founders Gela Nash-Taylor and Pamela Skaist-Levy essentially exited (they still act as consultants) and department stores started dropping their merchandise, calling it stale and ill-fitting. The New York Times' Eric Wilson checked out Fetherson's new velour offerings, and quite liked them! The new look is more 'sweet girl in a sweet dress' than 'schlepping to Starbucks at 11 a.m. on Tuesday with a baseball hat and full face of makeup.'

Wilson, who writes that 'all is not lost' for Juicy, seems surprised that Fetherston was able to salvage what she did.

It is somewhat disconcerting to hear a hip-but-classy designer like Ms. Fetherston making remarks like “This is my take on the track jacket for evening and cocktail” and “This is a great party dress in high-shine velour.”

Somehow it works.

Wilson says that Fetherston 'makes shiny velour look like 12-ply brushed cashmere' and notes, pleased, that 'a wrap jacket in black velvet says Juicy only in its rhinestone trim and twisted rope drawstring with Art Deco tassels.' Sounds like she's making splendid improvements. She wouldn't have exactly won critics over with drop-waisted terry dresses that have words or letters on them anywhere.

Velour Still Has Some Juice [NYT]