Panties gift-packaged to look like lollipops are just one part of the fun fantasy world that Juicy Couture has created.

But those details are a big part, said co-founder Gela Nash-Taylor when she visited Chicago recently for the opening celebration of the Oak Street store, which carries the high-end Couture Couture line and, of course, the track suits that made the brand a household name.

The gift items, with their creative packaging, charm many shoppers, she said.

"We always like that surprise—that Cracker Jack mentality—of the packaging," she said. "If you buy a charm, it comes in a beautiful jewelry box, and we wrap our panties so they look like lollipops and cupcakes."

The brand recently launched its Sleep line of intimates, and is expanding its jewelry.

Its Couture Couture 14k gold-plated bracelet is $350 at the new Juicy store at 101 E. Oak St. A new smaller Juicy store also has opened at Northbrook Court.