Bebe Launches NYC Flagship with Campaign Girl Jasmine Sanders
Jasmine Sanders and DJ Vashtie
Thursday night (March 15) marked the opening of Bebe’s New York City flagship store. Crossways from the Empire State Building, Bebe opened its doors to celebrate the revamped brand. Springtime florals adorned the storefront windows, while neon glimpses of pink and blue lit up the space.
Empowering women of different sizes and ethnicities, Bebe updated its slogan to match, “Be Bold. Be Different. Be You.” In addition, new categories and size ranges have been enhanced to fit every woman in their own unique way. Plus and petite sizes were added along with professional and bridal apparel. These new additions to the brand are a strategic measure to honor real women of all different kinds.
To celebrate this launch, we sat down with brand ambassador, model, and social media sensation, Jasmine Sanders (AKA Golden Barbie), along with DJ Vashtie. Read that below.
As a brand ambassador for Bebe, what are some of your go-to looks?
I’m all about comfort, so all of my looks definitely include the big t-shirt dress vibe. I know a lot of people see me in them paired with thigh-high boots. Specifically, the t-shirt dress with “Bebe” written across it. It’s always one of my go-to’s. I’m always trying to customize stuff to make it a little edgier, just for me. It’s a good piece to roll up the sleeves or cut something off to play it up in a different vibe.
The revamped Bebe slogan is “Be bold. Be different. Be you.” How does this statement align with your values?
I’m all about being myself and especially in this new year. I’m doing what makes me happy, saying yes more, being bold, and extremely crazy. Not crazy in a bad way, but in a fun way that helps you let go. But like I said, saying yes to more things because we should all be celebrating life. My main focus is to be bold and be fun.
This new campaign is designed to empower women of all shapes, sizes, and ethnicities, why do you think that is important for this day and age?
I think this is important for this day and age, and really any day and age because the world is very different. Nobody is cookie cutter, nobody looks exactly alike, and it’s nice when you can go in a store and you feel comfortable because they shape and work with women that are different like you. I love that I’m able to support a brand and push a brand that really does that for women. I feel like they’ve been doing that all of my life. I’ve always rocked Bebe, I’ve always shopped at Bebe, especially for my simple black dress, which is another good go-to.
You grew up shopping at Bebe. Looking back, what are some of your all-time favorite purchases?
Well, I’m definitely a Dad hat person, so if I’m going with an accessories look I always go that route. But I have literally owned everything down to jewelry, dresses, and faux fur. I grew up in South Carolina so for me, Bebe was the best place to find a really good dress, or even something for a job interview. They always have something that covers every ground. You can even get gym stuff here, and I love their gym wear.
What do you love most about this new collection?
Well, like I said, I really love the Bebe t-shirt dress, but I feel like Bebe is all about the body-con dress. I think that’s what I always see it for, good dresses.
When did you begin working in music as a DJ?
I’ve been DJ’ing for about 7 seven years.
How is the Bebe slogan--“Be bold. Be different. Be you”--applied in your life?
I’ve always been true to myself and followed the beat of my own drum. I’ve always had my own style and look, which helped me to get where I am now.
As a female DJ in an industry dominated by your male counterparts, how do you feel empowered?
I feel empowered because I know my true self and I spend a lot of time internally. I focus on meditating and getting really centered which I think keeps me grounded.
If you could give any advice to other females in your industry, what would you say?
I would say to not worry about what other people are doing or what other people say to you. Follow your heart and your voice. It’s easy to get caught up in what other people are doing and distracted by their perceptions and expectations.
[Jasmine interjects: She’s amazing; you can quote me on that!]
What’s one of your favorite things about Bebe?
I love that it’s universal. There’s something for everyone and even transcends trend because there are a lot of classic pieces, but also a lot that are on trend. There is something here for every different type of girl. There’s a lot of bold pieces, but also a lot of subtle pieces, and they each have their own stand out moments.
Written by Morgan Vickery
Photos by Isaac von Hallberg