Juicy Couture has tapped two-time WNBA All-Star Angel Reese as its new global ambassador and creative collaborator. She will become the face of the brand’s Viva La Juicy fragrance and a codesigner of a signature apparel collection, Angel Couture.

The 23-year-old Reese, who plays professional basketball for the Chicago Sky, created a controversy last month when she told the Chicago Tribune about changes she expects from the Sky organization in terms of getting great players. Her comments resulted in a suspension for the first half of the Sky’s game against the Las Vegas Aces on Sept. 7. After that, she never suited up again and sat out the last few games with a back injury.

The Juicy collaboration represents a full-circle moment for the basketball player, having grown up admiring Juicy Couture for its trendsetting style. Known for blending sport, fashion and pop culture herself, Reese channels all of this into a collection that reimagines the brand’s signature velour and graphics through her perspective.

“I’ve loved Juicy Couture since I was a little girl,” said Reese in an interview. “The brand has always been about confidence, glamour and fun. When the conversation started about working together, it felt natural. It’s a full-circle moment for me because I grew up seeing Juicy everywhere, and now I get to bring my own energy into the brand,” she said.

In addition to being the global ambassador and the face of Viva La Juicy, Reese worked hand-in-hand with the brand to codesign her new Angel Couture signature apparel collection. “I wanted to be involved creatively, making sure the collection reflects my style and makes whoever’s wearing it feel bold and unapologetically themselves too.”

The newly launched Angel Couture campaign showcases Juicy’s most recognizable staples, including updated velour sets, graphic baby Ts, and statement separates, alongside the Viva La Juicy fragrance, now fronted by Reese. Prices on the collection range from $39 to $139.

Discussing her inspiration, Reese said: “The aesthetic for my Angel Couture collection is about blending Juicy’s iconic DNA with my own style — bold, versatile and always unapologetic. I was inspired by the Juicy looks I grew up seeing everywhere, and I wanted to reimagine them in a way that feels fresh for today.

“Velour was a must! It’s what Juicy is known for, so we created updated track sets in new colors and added graphic baby Ts, hoodies, and statement separates that can be mixed and matched depending on your vibe. Some of the pieces I think will really stand out are the luxe velour sets and the black-on-black fleece looks because they’re comfortable but still make a statement. At the end of the day, my goal was to design a collection that lets people show up confident, have fun with fashion and feel unstoppable,” she said.

Reese is well known for the focus she puts on fashion. “Fashion means more to me than just clothes — it’s part of my story,” she said. “You can be cute and still go out on the court and ball. It’s a way for me to express who I am beyond the hardwood without saying a word.”

She emphasized how important the tunnel is to expressing herself. “The tunnel is my runway. It’s all about versatility for me, and I think about what story I want to tell that day — sometimes it’s casual, sometimes it’s glam, but it’s always intentional,” she said.

Reese declined to disclose what brands she likes to wear off the court.

“Honestly I’ve been interested in fashion since I was a kid. I grew up going in my mom and grandma’s closets, trying on their clothes, and I always cared about my outfits for school, for practice, for everything. As I got older, it became even bigger for me,” said Reese, who graced the cover of Vogue for its winter 2025 issue in January.

Asked how she balances her love of fashion with a tough competitive sport like basketball, she said: “They complement each other. On the court, I keep that intensity, grit and dog mentality. Off the court, fashion gives me a space to soften and express every side of myself. It’s not one or the other. It’s both.”

The Angel Couture collection and Viva La Juicy campaign imagery launch Monday on juicycouture.com and will also be available at select major retailers nationwide such as DTLR and JD Sports. Viva La Juicy fragrance is available at Macy’s.

Reese was selected by the Chicago Sky with the seventh overall pick in the 2024 WNBA Draft. In her rookie season, she was named an WNBA All-Star and set the league single-season record in rebounds. The basketball player has long-term partnerships with brands like Reebok, Reese’s, and Beats, among others, and has become a cultural force, growing the game and bridging the intersection between women’s sports and the larger cultural zeitgeist. Beyond her achievements in business and on the court, she is an advocate for gender equality in sports. In 2023, she founded the Angel C. Reese Foundation dedicated to empowering girls and women through sports, education and financial literacy, among other areas.

Juicy Couture, which is owned by Authentic Brands Group, offers apparel for women, girls and babies, as well as handbags, shoes, intimates, swimwear, accessories and jewelry, sold in 14 freestanding stores and department stores in approximately 94 countries. Its fragrance offerings are ranked among the world’s top prestige fragrances and are available in 25,000 points of sale.