10 Fashion Brands That Reinvented Themselves for a Stylish Comeback

Don't call it a comeback. Actually, on second thought, do. These brands have risen out of the depths of irrelevance, overexposure, and fleeting fads to hold court once again.

Could you have imagined a few years ago that Juicy Couture would finally realize that the logo-emblazoned terrycloth tracksuit is not the way to every woman's heart, or that Birkenstocks were actually wearable outside the realm of patchouli-scented outdoor adventures? Now, these brands have reinvented themselves for the better, and here's how.

Image: keds/Instagram

Don't call it a comeback. Actually, on second thought, do. These brands have risen out of the depths of irrelevance, overexposure, and fleeting fads to hold court once again.

Could you have imagined a few years ago that Juicy Couture would finally realize that the logo-emblazoned terrycloth tracksuit is not the way to every woman's heart, or that Birkenstocks were actually wearable outside the realm of patchouli-scented outdoor adventures? Now, these brands have reinvented themselves for the better, and here's how.

Image: keds/Instagram

Coach

Oh Coach, purveyor of mid-priced bags smothered in its famous "C" logo. And let's be honest: purveyor of a million wristlets worn to high school dances as formal clutches. Those bags will probably never go away because there are people that truly love that look (no judgement at all), but when former creative director Reed Krakoff honed in on the less-flashy silhouettes, he struck gold. Now, new creative director Stuart Vevers has big shoes to fill, but a clear path to head down.

Image: coach/Instagram

Tommy Hilfiger

Tommy Hilfiger will always have a place in my heart, if not just for the logo-covered overalls that I — and every other girl I went to middle school with — wore. But the iconic American designer knows that excessive branding isn't what people want anymore. So, he scrapped the all-over red, white, and blue, but kept the bottom line the same: casual, preppy Americana style. I'd be lying if I said I didn't want one of this season's tweed skirts, varsity jackets, and leather saddle bags... Tommy's still got it.

Image: Tommy Hilfiger

Dr. Martens

Dr. Martens will never go out of style completely, but c'mon, the brand peaked in the late '80s/'90s. After downsizing considerably, the Doc went back to the drawing board, giving way to new non-combat boot styles. Have you seen their lace-up oxfords? Amazing. Now, with the grunge comeback in place, Dr. Martens are staging a modern-day fashion coup.

Image: anettemorgan/Instagram

Club Monaco

As one of Ralph Lauren Corporation's subsidiaries, Club Monaco has always embodied a preppier approach to casual-contemporary fashion. But with fierce competition from Zara, Banana Republic, H&M, and Aritzia, it was time for the Club to press "refresh" on its overall aesthetic. Now, the retailer aligns itself with street style stars, fashion photographers, and New Yorker-type couples who look and dress the part of young, cool, and polished. Plus, you can find things like quilted leather-sleeved coats (pictured), which feel of-the-moment and new.

Image: clubmonaco/Instagram

Keds

For a brand that's been around since 1916, Keds has maintained its status as a classic tennis shoe — more aligned with the likes of Audrey Hepburn on holiday. Not necessarily a bad thing but if you want to stay current, you've got to have a Plan B. Keds has since partnered on cool collaborations with Kate Spade and Madewell, and wouldn't you know? Taylor Swift is the latest high-profile face to not only wear her favorite red Keds everywhere, but to star in the brand's campaign.

Image: keds/Instagram

Juicy Couture

It goes without saying that Juicy Couture had a great run with its saccharine sweet perfumes, chunky gold keychain padlocks, terrycloth tracksuits, and general excessive logo'd up products. While all these things still exist — and still sell like crazy — the initial Juicy consumer has grown. And so has the brand's direction. Now, you can actually wear chic crochet-knit dresses, blazers, slick tailored pants, and booties from the brand that no one would actually know was Juicy Couture. This is progress, people.

Image: juicycouture/Facebook

Baggu

Remember Baggu? One of the original environmentally-friendly reusable bag makers? They have every color and print imaginable when it comes to those handy nylon totes, and that's great. But you know what's also great? Their new line of buttery soft leather totes and pouch wallets. Priced under $200, you can snag a Baggu leather accessory and not feel guilty about the splurge.

Image: Baggu

Birkenstock

For some, Birkenstock sandals might be non-negotiable. As in, there may never be a point at which they will be okay to wear beyond the campsite. But, if you look closer, you'll catch that they have switched up the available styles, offering patent leather silhouettes and non-three strap varieties, then you'll agree that maybe it's time to give Birkenstock another chance.

Image: seaofshoes/Instagram

LOFT

I'm just going to say it: the LOFT girl is actually pretty cool. Not only that, to be a LOFT girl doesn't require bankrolling your entire paycheck into one look either — which makes it accessible and enticing. Instead of the once borderline-boring separates and office-casual skirts that embodied LOFT's M.O., you can now find statement jewelry alongside colorful pumps, faux-leather jackets, and lace pencil skirts. Very cool, indeed.

Image: loftgirl on Instagram

Aerie for American Eagle

Most likely, if you're reading this, you are not in high school anymore. So, American Eagle and its compatriots are pretty much off the table, right? Wrong — where its lingerie sister store, aerie, is concerned. In recent seasons, the younger brand has offered slinky slip dresses, silky separates in on-point prints, and some of the prettiest lace bra sets you've ever seen. All at the AE price.

Image: aerie on Instagram