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Juicy Couture was started by two friends in 1997. Gela Nash (before marrying Duran Duran's John Taylor) and Pamela Skaist-Levy, both residing in Pacoima, California, decided to create their own fashion label, Travis Jeans, selling maternity pants. In 1996 they changed the name to Juicy Couture. All Juicy Couture items are manufactured with the company signature logo: two highland terriers holding a shield bearing three hearts and Love P and G (for Pamela and Gela). A crown lies on top along with a Juicy Couture flowing banner. From 1996, after establishing their company and needing to get public attention for the brand, Nash and Levy started to send their completed designs to celebrities. In 2001, the famous Juicy tracksuit was introduced and custom-designed for Madonna and Madonna turned the velour tracksuit into a trend. The public appearance of clothes worn by celebrities made the brand famous almost instantly. Madonna was the first big breakthrough celebrity endorsement for the company. Later, in 2004, the velour tracksuit once again became very popular among celebrities such as Jennifer Lopez, Britney Spears, and Paris Hilton. Juicy Couture then became a brand known around the world for the image of being the outfit of the new money. Juicy Couture was a limited brand being available at few locations until the late 2000s. In 2003 Fifth and Pacific Companies, Inc. (formerly Liz Claiborne Inc.) acquired the company. In 2010, Juicy Couture tapped LeAnn Nealz as Chief Creative Officer and President to guide the brand into its next phase of growth, while preserving the style. Best known for their tracksuits to their status as a luxury icon.