BCBG is again.
Maison BCBG, the style home based by Max Azria, has relaunched the label with a brand new assortment for fall 2025, designed to mirror French sensibility with “a definite, fashionable strategy to on a regular basis type.” In doing so, the home has recruited movie star stylist Dani Michelle, whose purchasers embrace Kendall Jenner and Hailey Bieber, to craft the imaginative and prescient for the marketing campaign.
“The launch of BCBG marks a pivotal evolution for the designer-founded model that has lengthy held a spot within the hearts and wardrobes of girls all over the world,” provided Natasha Fishman, chief advertising and marketing officer at Marquee Manufacturers, which owns BCBG. “This new model identification was developed with a transparent market alternative in thoughts, to ship directional style designed to be inside attain and uncompromising in type.”
Of drafting Michelle, Fishman referred to as it an “important” alternative, including, “Her editorial perspective and instinctive strategy elevated the gathering right into a wardrobe outlined by adaptability and relevance. We’re proud to carry this imaginative and prescient ahead throughout retail platforms, in-store, on-line and social and introduce BCBG to a brand new era of girls.”
The wares are stated to be rooted within the spirit of “bon stylish, bon style,” a French expression meaning “good type, good angle.” The marketing campaign, shot on location in Paris, explores the interaction of construction and softness by placing the fashions in lush ensembles in opposition to metropolis backdrops. See: Suiting, separates, flowy attire, tweed jackets, denim and summary prints.
“BCBG has at all times held a particular place in my style reminiscence. It was a model woven into among the most significant moments of my life,” stated Michelle. “To be given the chance to form how this new identification is offered feels extremely full circle. My objective was to type the gathering in a simple and galvanizing means, whereas staying true to the spirit that has at all times made BCBG iconic. This marketing campaign reveals how garments stay and specific a lady’s individuality throughout her on a regular basis and extraordinary moments.”
BCBG is out there nationwide in-store and on-line at Macy’s, Nordstrom, Dillard’s and Amazon. See alternatives beneath.
Fashions pose in BCBG’s fall 2025 assortment.
Courtesy of BCBG/Marquee Manufacturers
A mannequin poses in BCBG’s fall 2025 assortment.
Courtesy of BCBG/Marquee Manufacturers
Fashions pose in BCBG’s fall 2025 assortment.
Courtesy of BCBG/Marquee Manufacturers
A mannequin poses in BCBG’s fall 2025 assortment.
Courtesy of BCBG/Marquee Manufacturers
A mannequin poses in BCBG’s fall 2025 assortment.
Courtesy of BCBG/Marquee Manufacturers
A mannequin poses in BCBG’s fall 2025 assortment.
Courtesy of BCBG/Marquee Manufacturers
