December 18, 2020
Batra Group appoints Raven to support the growth of Juicy Couture
Batra Group, a specialist company in brand-building, manufacturing and distribution, announced the appointment of Raven to steer the creative evolution of ‘the OG of leisurewear’ – Juicy Couture. Back in 2019 Batra Group signed a long-term master license agreement to design, manufacture and distribute Juicy Couture product in Europe, and over the last 18 months the brand has been outperforming all expectations. Raven, London’s most-talked about brand-building agency, assumes representation of Juicy Couture in the UK as the label’s ready-to-wear, accessories and all-new sleepwear regain all the it-brand popularity of the 00’s. As proclaimed by American Vogue last month: “Juicy Couture is back!”
Raven, will take ownership of full-suite Communications and Talent & Influencer Marketing output on behalf of the Juicy Couture brand in the UK, in addition to devising and implementing the next chapter of visual direction, special projects across leading retailers, and all Juicy Couture collaborations in the UK and across Europe. The first campaign for the brand’s Spring /Summer ’21 collection, in partnership with a world-class, new guard creative line-up, will be unveiled in February.
The Batra Group will be unveiling the SS2021 collection, ‘Come Hell or High Water’ alongside the creative campaign in February.
Fluidity pours through this SS21 collection, with the conceptualisation of Club Couture’s synchronised swimming team as an embodiment for the creative vision. Diamantes are updated to droplets of iridescent detailing combined with a selection of flowing graphic prints, jacquard towelling and modern deconstructed shapes. The iconic velour has been refreshed with all over prints and the introduction of ultra-velour for a feminine bodycon silhouette fit. Iconic styles are complemented with bold evening pieces and injections of PVC fabrications to create an exciting uniform of a winning collection.
As the Juicy Couture collections re-establish significant market share in the thriving loungewear space, and amidst the brand’s 25th anniversary celebrations, a new generation of Juicy girls are falling in love with the label’s inimitable take on ‘anti-glamour.’ The label – anchored in the style phenomenon that defined a decade, the velour tracksuit – looks to re-dominate the style conversation, as the fashion world adopts all things ‘cosy’ in earnest.