Britney Spears Chooses Juicy Couture in a Millennial Way

Britney Spears
Britney Spears Steve Levy/REX/Shutterstock

Britney Spears is back with Juicy Couture. The “Piece of Me” singer, 34, who couldn’t stop wearing the brand’s velour tracksuits in the early 2000s, will integrate the matching jackets and pants in her new mobile game, Britney Spears: American Dream.

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Characters can choose from trendy Juicy Couture Black Label pieces, like an off-the-shoulder romper, printed separates and, yes, a terry-cloth jumpsuit. “Channeling Britney’s contemporary casual aesthetic, Juicy Couture Black Label was a natural selection for the game’s first fashion integration,” Niccolo de Masi, chairman and CEO of Glu Mobile, said in a statement to Racked. (Glu also produces games for the Kardashian-Jenner family, including Kim Kardashian: Hollywood and Kendall and Kylie.)

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Britney Spears: American Dream is available on App Store and Google Play! #AmericanDream ????

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If players love their virtual ensembles, they can shop the looks IRL too. Using the game’s B-Gems, players can choose from 20 looks and also shop at a Juicy Couture pop-up store within the game.

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The mom to Jayden, 9, and Sean, 10, is certainly loyal to the brand. In 2004, she outfitted her entire bridal party in customized baby-pink tracksuits (she wore a white one, of course). Her groom, ex-husband Kevin Federline, also styled his groomsmen in tracksuits that were emblazoned with “Pimps” and “Pimp Daddy” on the back.

Spears, who has Planet Hollywood residency in Las Vegas, revealed that she was quite hands-on while creating her own character in Britney Spears: American Dream, which launched in May. “I gave a lot of input on my character. The game’s all about performing and making it in the music business,” she told Rolling Stone. “My show is a big part of that right now, so my character is wearing one of my favorite stage costumes in certain parts of the game. I wanted to make sure my hair was just right, little things like that. I was blown away when I saw the final ‘digital Britney.’”

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