Los Angeles-born Juicy Couture is embracing its hometown’s denim roots.
This week, the Y2K lifestyle brand launched Juicy Couture Denim in the U.K. and Europe. Denim is a newly formed division of the Authentic Brands Group-owned brand. The collection is designed Batra Group, the brand’s licensee across the U.K. and Europe.
“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. Timeless, versatile and effortlessly cool, each piece brings Juicy’s unmistakable energy into the modern wardrobe,” the brand stated.
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The denim assortment combines contemporary fits with nods to Juicy Couture signatures like low-rise flare fits and crystal embellishments. True to the Y2K era, most designs utilize the back of garments for bold branding opportunities.
The Diamante Booty Short is a low-rise stretch short with a 1.5-inch inseam and diamante Juicy logo across the back. The same logo treatment is applied to a mid-rise bootcut jean. The Diamante Wide Leg is 100 percent cotton wide-leg jean with a diamante Juicy Couture logo down left leg.
Low-rise flare jeans in traditional denim and velvet denim have the brand’s JC crest embroidery on back pockets. A pair of mid-rise flare jeans have crown embroidery on the pockets.
The collection also includes pleated and straight miniskirts, jeans with western and digital-inspired logo treatments, a denim shopper bag and an assortment of caps, visors and bucket hats.
Juicy Couture Denim is available now on the brand’s U.K. website. The collection retails for 30-160 British pounds, or approximately $40-$196.
