Juicy Couture launches major denim offer

Authentic Brands Group’s Juicy Couture business is upping its game in denim as of this month with the launch of its new denim collection.

Debuting globally on 17 November, it’s described as “a bold evolution for the cult label that defined a generation of Y2K glamour. Two decades after the world fell in love with Juicy’s velour tracksuits, the LA-born brand expands its reign with a collection that reimagines its signature confidence and playfulness in a new lens: denim”. 

The company said the day-to-night collection blends “LA attitude with contemporary style” and “celebrates individuality through flattering, feminine silhouettes and elevated detailing”. 

It takes in low-rise flares “with unapologetic early-aughts energy” to wide-leg jeans designed with “serious main-character appeal”.

Key pieces include the Diamanté Booty Short, Diamanté Wide Leg, Dog Crest Bootcut Jean, Dog Crest Skirt, JC Crest Flare Jean, JC Crest Pleat Skirt, and Midrise Bootcut Jean.

They use “premium” cotton denim and are finished with signature Juicy detailing such as embroidered logos, crystal trims and classic hardware. 

The company also said the supporting campaign “embodies a new kind of Juicy girl, bold, empowered and effortlessly sexy”.

Authentic has been very busy on the Juicy Couture front in the last 12 months. In December last year it made a London store comeback at Westfield and in March this year it struck a deal to enter India. It’s also been boosting its beauty business and only last month it tapped two-time WNBA All-Star and cultural icon Angel Reese as its new global ambassador and creative collaborator.