Kraft Mayo serves up a dollop of nostalgic delight in Juicy Couture collab

‘The Smooth Lover’s’ comprises a dark blue velour tracksuit with ‘Smooth’ taking the place of ‘Juicy’ on the back, as well as a white velour tube top that reads ‘Mayo Couture.’ Both are written in the rhinestoned lettering that all fashionistas and Paris Hilton fans of the early aughts will remember.

“Kraft Real Mayo and Juicy Couture are both synonymous with being champions of those who revel in their individuality and are unafraid to stand up for what they love, making this partnership a match made in velvety heaven,” Kraft Real Mayo’s brand manager Frances Sabatier said in a statement. “‘The Smooth Lover’s’ collection is a celebration of what we love most about our fans, and we’re thrilled to offer them the first-ever mayo-infused couture to rotate into their wardrobe and express their individuality.”

To get the word out, Kraft Mayo and Juicy Couture partnered with both gen Z-focused news platform Elite Daily and fashion publication Nylon to run a mix of on-site and online content across their TikTok and Instagram channels. The brands also enlisted a number of influencers, including nostalgic content creator Jenna Barclay, foodfluencer and chef Reilly Meehan and senior writer at Buzzfeed Krista Torres, to revel in the drop. More partners will be announced soon.

The Smooth Lover’s collection becomes available for pre-order today at mayocouture.com for $150, with sizes ranging from XS to XL. The official launch occurs on November 4. Fans are encouraged to flaunt their #MAYOCOUTURE by following and tagging @realkraftmayo and @juicycouture. “Velvety smooth DNA is something that is important to Juicy Couture and Kraft Real Mayo, making this partnership an unexpected yet natural fit,” Authentic Brands Group’s senior manager of brand partnerships Bailey Schaefer said in a statement.

Creative agency Wieden+Kennedy devised and developed the campaign.

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