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If Juicy Couture tracksuits are going to really make a comeback in 2016, it makes sense that Britney Spears would be somehow involved.
Earlier this month, we found out that Bloomingdale's is readying an exclusive capsule collection of Juicy Couture Black Label classic tracksuits for this July. Hearing the news, one aughts celebrity in particular — Britney Spears — came to mind.
Now Britney Spears and Juicy Couture are officially reunited, thanks to the pop icon's Glu Mobile app "Britney Spears: American Dream." In a stroke of clever mobile integration, Juicy Couture is going to dress the characters in the game, a first for the longtime clothing brand.
"Channeling Britney’s contemporary casual aesthetic, Juicy Couture Black Label was a natural selection for the game’s first fashion integration," Glu Mobile Chairman and CEO Niccolo de Masi said in a statement.
The app will feature 20 Juicy Couture looks that players can dress their characters in, from a nostalgic terrycloth stripe jumpsuit to skinny jeans, bags, high heels, and jewelry. All are available for B-Gems, the game's currency, and there's a pop-up shop in the game so you can shop for yourself at Juicy Couture too — with actual real dollars.
The virtual characters look cute, players get to shop, Glu Mobile collects a nice paycheck and Juicy Couture is back on everyone's radar. It's a game, apparently, where everyone wins.
Watch Britney Spears Perform At The 2016 BBMA