Lifestyle brand Juicy Couture is heading into the auto aisle. In an exclusive licensing partnership with Authentic Brands Group (Authentic), the owner of Juicy Couture and leading automotive accessory supplier Who-Rae, Juicy Couture is dropping a new collection of fashion-led car accessories, available exclusively at Supercheap Auto across Australia and New Zealand.
The range includes air fresheners, steering wheel covers, car seat covers, sunshades and more in luxe velvety textures and Juicy’s iconic bling.
This is a first-of-its-kind crossover, blending Juicy Couture’s signature Y2K energy with functional, high-demand auto products. At its heart is a simple truth: not everyone is a car lover, but everyone loves their car. With this launch, Who-Rae Pty is meeting the rising demand for expressive, style-led accessories that bring personality to every ride.
“Juicy Couture is a globally loved brand that stands for self-expression, an ideal that speaks to today’s generation of drivers,” says Demitra Floros, senior marketing and product manager, Who-Rae. “We’ve reimagined car accessories through a fashion lens, bringing something fresh and high impact into the auto space.”
The collection dropped at Supercheap Auto in October and quickly gained rapid traction on TikTok, experiencing very strong early sell-through. This strong consumer response has fast-tracked plans for replenishment and an expanded product rollout in 2026.