Juicy Couture is really having a moment. Earlier this month it was announced that those iconic Juicy Couture velour track suits of the early 2000’s would be making a comeback in an exclusive collection for Bloomingdales, and now it seems they will also be invading our phones. Britney Spears, one of the most frequent wearers of the suits (I believe she even made them for her bridesmaids for her ill-fated wedding to Kevin Federline), will be officially partnering with the outfitter for her free-to-play mobile game from Glu Mobile. Who did you think she was going to partner with? Chanel. Please, it’s Britney bitch.
“For nearly a decade, Juicy Couture has impacted the fashion world with its quintessential athleisure style. We’re excited to announce Glu’s partnership with Juicy Couture Black Label, debuting in Britney Spears: American Dream. Channeling Britney’s contemporary casual aesthetic, Juicy Couture Black Label was a natural selection for the game’s first fashion integration,” said Niccolo de Masi, Chairman & CEO of Glu Mobile, in a statement.
The game will feature 20 looks including the denim embroidered tencel romper in Mattinda Wash, Full terry stripe Marina Top in passion pink and the Ipanema toucan charm necklace in gold. Apparently Uggs were not included but that would have been a whole other partnership.
According to Racked, this is a big win for both Glu and Juicy as fashion in mobile app games are a very strong growth market. Glu Mobile is also behind the Kim Kardashian: Hollywood game.