Budding social media star and fashion mogul Ashtin Earle is “Princess Peach” in the new back-to-school collaboration with Saint James Iced Tea and cult-favorite Y2K brand Juicy Couture.
Now available, the limited-edition collection features a brand-new drink flavor called Juicy Peach, which fuses black tea from Assam, India, with a plant-based sweetener and natural fruit. Marrying the heritage of both the beverage brand and the velour tracksuit line, the cream-colored bottle — the first made from 100 percent recyclable aluminum — features Juicy Couture‘s trademark old English-style font with a print that’s meant to mimic tiny rhinestones.
Asthin Earle stars as the face of the Juicy Couture x Saint James Iced Tea collaboration.
Alongside the launch of the peach tea option is a pink-washed campaign shot by Alana O’Herlihy, in which Earle is front and center. From a crop top and miniskirt to a pale pink and orange zip-up and matching sweatpants, the 22-year-old’s fashion in the shoot heralds a modern-day revival of the early 2000s aesthetic.
Elsewhere, the drink is shot surrounded by tokens of that time, including a hot pink bedazzled flip phone, wire headphones, Hubba Bubba Bubble Tape, a pink pencil with a fuzzy pouf, a bottle of Juicy Couture perfume and Essie nail polish. Though not specific to Y2K culture, a Summer Fridays Lip Butter Balm is also featured.
“Given that our existing flavors are almost entirely fruit-forward, our team often found ourselves using the word ‘juicy’ to describe them. Naturally, this sparked the idea: wouldn’t a collaboration with Juicy Couture be interesting? From there, we teamed up with the Juicy Couture team to create a vibrant back-to-school concept for this collaboration,” Saint James cofounder and co-chief executive officer Brad Neumann said in the official press release.
The collaboration highlights a new black tea flavor titled Juicy Peach.
For those who want to experience the collaboration in person, both brands are hosting a “Saint James High” pop-up at The Grove in Los Angeles on Saturday, where individuals are invited to taste the new flavor, lounge on bleachers and enter a chance to win themed prizes.
“Juicy Peach” addes to the Saint James Iced Tea flavor suite, including Classic Lemon, Pineapple and Mango, Red Raspberry, Blood Orange and Hibiscus and Passion Fruit and Peach. Earlier this year, the brand tapped into “The White Lotus” season three premiere buzz by launching an exclusive Thai mango option. The drink packaging played up the resort theme next to the show’s insignia.
Earle is shot in a peach-colored velour tracksuit by the popular Y2K fashion brand.
Earle has been heating up the beauty stratosphere with fashion-forward campaigns similar to this. In fact, the Tulane University graduate worked with smoking accessories brand Edie Parker a little over a year, posing on the beach holding a joint courtesy of Edie Parker Flower to push cannabis-positive messaging, which seems to be a theme as of late. At New York Fashion Week, brands traversed cannabis stigma and welcomed it on the runway scene. Both Collina Strada and Eckhaus Latta partnered with New York-based dispensary Gotham to do so.