by Rebecca Honig Friedman

Just when we thought Juicy Couture, the makers of the pastel-colored, terrycloth warm-up suits (with “Juicy” tattooed on the derriere), worn by mallrats and pop-stars all over America, couldn’t get any trashier, now they’ve gone and done this:

Part of a Juicy Couture display at Bloomingdales in New York City, where a friendly salewoman kindly informed us that picture-taking is “not allowed, at all.” [Thanks to Sabrina Weill for the tip on this one.]

Juicy’s decision to align itself with the Jewish American Princess stereotype — and there is no way they did not intend the reference — is just further evidence of what their branding stands for, and why I can’t stand their brand. Any arguments about reclaiming the term JAP as a positive thing are bogus. We’re talking about a big money-making corporation here, with no claims to social-mindedness and no authority on Jewish identity (Juicy is no FUBU for Jewesses).
Yet the campaign also divests the term JAP of its explicitly Jewish associations. Take this ridiculous ad for Juicy Couture’s Gela sunglasses on Shopping So Low, “India’s No.1 Shopping & Resource Tips”:

Glamorously oversized glasses, fit for a Juicy American Princess. Juicy ups the glam factor on these chic round shades by adding a crystal-studded “Juicy” decoration at the left temple while a little metal crown detail adorns the right earpiece. Simply fabulous, dahling….Made in Italy

It’s saying to all young women out there, even non-Jewish, non-Americans, if you wear our clothes, you too can be a JAP. Thank you, Juicy, for the globalization and equal-opportunitization of JAP-dom. Not the worthiest of American exports, to be sure, and also, more importantly, not Juicy Couture’s to export.

Posted on March 20th, 2007 Filed under: Uncategorized |