DALLAS, Mar 20, 2003/ FW/ --- Liz Claiborne Inc. purchased 100% of Juicy Couture on the same day the US edition of Vogue Magazine declares 'Juicy Couture just may be The Future of Fashion'

In 1996, with a pair of scissors, a bag of T-shirts and $200 between them, Juicy Couture co-designers, Pamela Skaist-Levy and Gela Taylor created the Juicy phenomenon.

"We had originally intended to make sexy basics for our friends as presents" claims ‘The Juicys’ (as Vogue Magazine's April 2003 issue refers to them), however they soon realised how contagious Juicy fever would become.

"Juicy Couture has completely revolutionised fashion," says Skaist -Levy. Not only did the world take notice of the tracksuits, but Liz Claiborne Inc. quickly recognised Juicy's appeal and the talented women behind the influential label.

"It's amazing because while we remain in 100% control of the vision of the company and the product, Juicy's design concept and quality will not change at all. It's the best feeling to have the financial freedom and the uninhibited creative control all at once - It will be 'Juicy Mania' like no one has seen before", states Skaist-Levy.

"Liz Claiborne Inc.'s financial backing will allow us to go leaps and bounds over anything that we have ever done in the past. We are ecstatic", claims Taylor.

"Finally with our new partnership we can add a great dimension to this Juicy world!"

Having been introduced by mutual friends in 1994, P&G's first project was producing a line of maternity jeans called Travis Jeans, what would soon become Juicy Couture.

Pam, previously a milliner, had a strong background in fashion, having studied at the Fashion Institute of Design and Merchandising; while Gela was an actress who had held numerous roles in films, on television and on the stage.

Their common bond? "We could never find fashionable basics that were girly, flattering and sexy!", expressed P&G in unison.

The Juicys launched their line of T-shirts that immediately flew out of every store that carried them. Based on this success, P&G applied their designs to revolutionising denim wear.

Juicy expanded into the jean market with the launch of Juicy Jeans in 1999. For the actual launch, Duran Duran reunited for the evening and performed at an exclusive venue for a high profile guest list.

This natural progression, led the duo to later introduce a line of cashmere sweaters and scarves inspired by the styles and trends of the 80's London punk rock scene and such icons as Johnny Rotten and the Sex Pistols.

Building on this momentum, in Spring 2001, P&G created a new Juicy twist to affordable fashion by designing the Juicy Tracksuit.

"Why can't women be comfortable while still feeling sexy and chic?" asks Taylor.

"As I travelled across the country last year, speaking with women about fashion, the only thing united was an obsessive interest in Juicy velours - should the tracksuit go to a dinner party? The dog run? The school cafeteria? A date? The in-laws? A cocktail? (Answer: Yes to all of the above.)", asks Sally Singer, Fashion Features Director at Vogue Magazine.

“It's a Juicy world", screams Skaist-Levy. To further this success, Juicy has gained the support of every fashion editor globally.

"It's non-fashion at its most fashionable, and it may be a moment, or it may be the future of the way we dress", claims Vogue's Singer. Due to their constantly changing collections and "fashion twists", or tongue-in-cheek 'Juicyisms' of their logos, Juicy Couture has appeared in every high-profile publication, both regionally and nationally.

Such publications include Allure, Elle, Glamour, Harper's Bazaar, InStyle, Marie Claire, Vogue and W. Regional publications include NY Times, NY Post, NY Daily News, NY Magazine, LA Times, LA Magazine, Angeleno, Chicago Sun Tribune, Ocean Drive, and the Boston Globe to name a few.

For all of 2002, the total Advertising Value Equivalency (AVE) was US$41,966,494.00, an unprecedented amount.

"Juicy is a cult. It's mother- daughter- grandmother: We're selling to men too. And with Juicy Kids, you now have Juicy families. It's insane," states Stefani Greenfield, Co-owner of Scoop NYC.

Juicy's success is partially attributed to the 840 specialty stores and 280 department stores including Barney's, Bloomingdale's, Bergdorf Goodman, Neiman Marcus, and Saks, Henri Bendel, Tracey Ross, Lisa Kline, Fred Segal and Scoop who carry and sell out of the line and its extensions.

P&G's old friend and LA store owner, Tracey Ross "gets a box of Juicy every week that never even hits the floor!"

Juicy Couture's retail success has been reinforced by the immense celebrity appeal.

"We have been very fortunate by our celebrity support. All of these celebrities really get it - while they are sent the best in fashion whether from Gucci, Versace, or Dior, they still choose Juicy!", claims Skaist-Levy.

Celebrities such as Madonna, Gwyneth Paltrow, Amber Valletta, Kate Moss, Amanda Peet, Liv Tyler, Sarah Jessica Parker, Cameron Diaz, Rene Zellweiger and Courteney Cox Arquette each wear the collection on a daily and nightly basis.

Throughout interviews celebrities naturally site favourite pieces or colours in each of Juicy's collections.

Sarah Michelle Geller was quoted in the June 2002 issue of InStyle saying "I had a Juicy weekend. My friends and I lived in our Juicy tracksuits. I love Juicy. There is nothing more luxurious than my Juicy cashmere."

For Spring/ Summer 2003, P&G launched Juicy Couture's largest and most elaborate collection ever. With five new line extensions, Juicy has rounded out the collection, creating a 'Juicy lifestyle'. New introductions include:

Down Dog Couture Yoga, Menswear, Swim, Baby, Sleepwear and Accessories:

The Down Dog Couture Yoga line was officially launched in February 2003 at a private home in Los Angeles. It was attended by celebrities such as Alicia Silverstone, Amber Valeta, Angie Harmon, Brooke Shields, Debi Mazar, Debra Messing, Jennifer Jason Leigh, Jessica Biel, Jessica Capshaw, Jewel, Kelly Preston, Mandy Moore, Molly Simms, Rebecca Romijn Stamos and others and garnered press in outlets such as Los Angeles Times, New York Times, Extra, Harper's Bazaar, WWD, InStyle, New York Daily News, Conde Nast Traveler and Town & Country.

While Juicy's national appeal is growing by the day, Juicy international recognition is mirroring that growth and in instances surpasses it. In October 2002, a Juicy promotion in Harvey Nichols in London broke a store sales record! That evening The Juicy's hosted a party at 'Home House' (where Madonna used to stay in London). Guests included: Matthew Williamson, Yasmin & Simon Le Bon, Jodie & Jemma Kidd, Kate Driver, Alison Loehman, Debbie Harry, John Taylor, and Nick Rhodes from Duran Duran. For their Milan launch, Juicy took out their first advertisement ever. The ad not only generated such a high level of interest, but drove their retailers to see additional record breaking sales in first day alone!

"In the next few seasons we look forward to Juicy bursting out further and discussing Juicy licensing opportunities, launching a fragrance, opening Juicy boutiques and possibly even launching an advertising campaign," claims Skaist-Levy.