Global Brands Group Holding Limited, an apparel, footwear and fashion accessories company, has appointed stylist Jamie Mizrahi as Creative Director of Juicy Couture Fashion, Accessories, Sleepwear, Footwear and Jewelry. She will be responsible for overseeing the creative vision of all Juicy Couture inventory.

According to Fashionista, Mizrahi plans to incorporate a more athleisure style to the brand.

“Juicy Couture is an iconic, American brand, with an incredibly strong brand identity,” said Mizrahi in a statement. “As creative director my goal is to celebrate the brand’s rich history while keeping today’s consumer in mind. Our target is the exact same girl we’ve marketed to from day one,…