Capri Sun Hits Runway with Christian Siriano for Ultimate Juice Pouch Glow-Up

Since the early 2000s, Capri Sun fans have shown their brand love by more than just sipping – they’ve been stitching, transforming the iconic silver pouch to create their own DIY handbags. In celebration of this fan-fuelled ingenuity, Capri Sun is entering a bold new arena – high fashion. The brand is partnering with American fashion legend Christian Siriano and taking the NYFW runway by storm to unveil a couture spin on its nostalgic icon: the pouch.

With the help of The Kitchen North America, the Capri Sun x Christian Siriano Pouch Purse is a limited-edition statement piece that stitches together two iconic brands known for not taking things too seriously and pays homage to the decades of creativity that paved the way. The ‘Pouch Purse’ collaboration is supported via earned and paid social media (Instagram and TikTok) along with earned media.

As the beloved juice brand works to reach new and older audiences, the partnership with Christian Siriano came to be due to the designer’s love for playful designs and ability to turn the unconventional into a statement. Capri Sun’s debut at NYFW elevates the brand to new heights by pairing high-fashion craftsmanship with the nostalgia of its iconic pouches.

Featuring a sleek, silver silhouette that mimics the pouch’s signature squeeze and a perfectly sized internal pocket to hold a pouch on the go, the purse is adorned with dangling fruit charms and vibrant chains, referencing Capri Sun’s refreshing flavours and the charm-forward trend sweeping social media and street style alike. Bursting with personality, the final touch is a zipper made from the brand’s iconic yellow straws, nodding to the pouch’s defining poke-to-sip moment.

Capri Sun leverages nostalgic equity – especially with gen z and millennials – while delivering a modern, relevant brand experience. Limited-time products like Moon Punch and Summer Blast fuel sales growth, while innovations like the Multi-Serve Bottle have proven to expand the brand's reach with gen z.

"Capri Sun has sparked a playful sense of adventure with its fans for over 50 years and we are constantly inspired by where this ingenuity takes them. After years of seeing fans proudly tote Capri Sun not just in their hands but also on their arms, we knew we had to join in on the fun. The Pouch Purse transforms the iconic pouch into a fashion-forward accessory, giving our older fans a fresh new way to carry a piece of childhood nostalgia with them. No one could have brought this vision to life better than Christian Siriano,” said Kristina Hannant, director of marketing at Capri Sun.

“I’ve always looked at fashion as an incredible canvas to turn everyday inspirations into something extraordinary. I love that Capri Sun celebrates having fun and not taking things too seriously - that’s always how I’ve approached my designs and I wanted this Pouch Purse to embody that same spirit. This purse is not just fashionable - it’s playful, nostalgic, and a reminder that fashion should make you smile,” said Christian Siriano.

"Great brands live beyond their products. The Capri Sun x Christian Siriano Pouch Purse is a cultural artifact that turns our most recognisable asset into a wearable brand experience—sparking nostalgia, conversation, and relevance in a single idea," said Simon Au, executive creative director at The Kitchen.