• The Wall Street Journal (subscription required), Wednesday, September 13, 2006 12:04 PM

Brands like Juicy Couture, whose $200 velour tracksuits were made popular by celebrities like Madonna and Cameron Diaz, are becoming increasingly influential, even as fashionistas focus on New York runway shows this week. Expanding way beyond tracksuits, Juicy has become a lifestyle brand for women, men, and kids--with edgy, contemporary sportswear and accessories. Last month, Juicy launched its first national ad campaign in magazines like Vogue, Vanity Fair and Elle, along with its first fragrance. Juicy watches will hit stores next month, and cosmetics and home products are in the works. There's even a plan to sell limited-edition Juicy guitars. Founded by industry outsiders mostly known for their over-the-top California style, Juicy has become the fastest-growing label in Liz Claiborne's portfolio of 43 brands since its acquisition three years ago. Estimated annual sales are $300 million--up from $47 million in 2002. Co-founders Pamela Skaist-Levy and Gela Nash-Taylor have even become cultural icons of sorts. Mattel now sells blonde and brunette Juicy Couture Barbie dolls modeled on them.

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