US brand Juicy Couture has launched a newly formed denim division with a collection that is described as “a bold evolution”.

Designed by Batra Group, a manufacturer and brand developer and the brand’s licensee across the UK and Europe, the assortment blends “LA attitude with contemporary style”.

Echoing the early-aughts energy the brand was known for when it became famous for its velour tracksuits, each piece is finished with embroidered logos and crystal trims.

Juicy Couture is available in 14 freestanding stores and select department stores in 94 countries, and is owned by Authentic Brands.

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