Authentic Brands Group's Juicy Couture is stepping up its fashion game this month with the global launch of its new denim collection on November 17.

The collection is being heralded as a bold evolution for the cult label, which is famous for defining Y2K glamour. Two decades after the world became obsessed with Juicy's iconic velour tracksuits, the LA-born brand is expanding its reign by reinterpreting its signature confidence and playful style through a new lens: denim.

The company noted, the day-to-night collection merges ‘LA attitude with contemporary style’ and aims to celebrate individuality through flattering, feminine silhouettes and premium detailing.

The range includes everything from low-rise flares that channel ‘unapologetic early-aughts energy’ to wide-leg jeans designed with ‘serious main-character appeal.’

Key pieces in this debut collection include the Diamanté Booty Short and Diamanté Wide Leg, the Dog Crest Bootcut Jean and Dog Crest Skirt, The JC Crest Flare Jean and JC Crest Pleat Skirt and the Midrise Bootcut Jean

These items are made with ‘premium’ cotton denim and feature signature Juicy touches, such as embroidered logos, crystal trims, and classic hardware.

The supporting marketing campaign aims to embody a new kind of Juicy girl: ‘bold, empowered, and effortlessly sexy.’

Authentic Brands Group has been actively building the Juicy Couture business over the past year. The brand made a highly anticipated return to physical retail in London last December with a new store at Westfield. In March this year, Juicy Couture secured a deal to enter the Indian market. Last month, the brand tapped two-time WNBA All-Star and cultural icon Angel Reese as its new global ambassador and creative collaborator, while also boosting its beauty business.