BCBG is back.
BCBG house, the fashion house founded by Max Azria, has revived the label with a new collection for the fall of 2025, designed to reflect French sensitivity with “a distinct and modern approach to the daily style”. In doing so, the house has recruited the celebrity stylist Dani Michelle, whose customers include Kendall Jenner and Hailey Bieber, to develop the vision of the campaign.
“The launch of BCBG marks a central development for the brand based on the designer that has long occupied a place in the hearts and cupboards of women around the world,” offered Natasha Fishman, director of marketing at Marquee Brands, who owns BCBG. “This new brand identity has been developed by thinking of a clear market opportunity, to offer a directional fashion designed to be at hand and without compromise in style.”
From the editorial staff of Michelle, Fishman described it as “essential” choice, adding: “its editorial perspective and its instinctive approach have raised the collection in a wardrobe defined by adaptability and relevance. We are proud to advance this vision on retail platforms, in store, online and social and introduce the BCBG to a new generation of women. ”
The goods would be rooted in the spirit of “good chic, good kind”, a French expression which means “good style, good attitude”. The campaign, turned on site in Paris, explores the interaction of structure and sweetness by putting the models in lush sets against the city’s sets. See: Sear, separate, fluid dresses, tweed, denim and abstract print jackets.
“BCBG has always occupied a special place in my fashion memory. It was a brand woven in some of the most significant moments of my life,” said Michelle. “To have the opportunity to shape the way in which this new identity is presented is incredibly completed. My goal was to stylize the collection in an effortless and inspiring way, while remaining faithful to the spirit which always made the BCBG emblematic. This campaign shows how clothes live and express the individuality of a woman through her moments every day and extraordinary.”
BCBG is available in stores nationally and online at Macy’s, Nordstrom, Dillard’s and Amazon. See the selections below.
The models pose in the fall 2025 BCBG collection.
With the kind permission of BCBG / brand brands
A model poses in the fall 2025 BCBG collection.
With the kind permission of BCBG / brand brands
The models pose in the fall 2025 BCBG collection.
With the kind permission of BCBG / brand brands
A model poses in the fall 2025 BCBG collection.
With the kind permission of BCBG / brand brands
A model poses in the fall 2025 BCBG collection.
With the kind permission of BCBG / brand brands
A model poses in the fall 2025 BCBG collection.
With the kind permission of BCBG / brand brands
