BCBG debuts as the signature contemporary womenswear brand of Maison BCBG, the design house carrying forward the creative codes of founding designer Max Azria. As the newest expression from Maison BCBG, the brand delivers versatile, well-considered fashion that reflects how women live and dress. Drawing from the foundational style markers established by Max Azria, BCBG blends French sensibility with a distinct, modern approach to everyday style. BCBG’s Fall 2025 collection unfolds through a cinematic campaign styled by image architect Dani Michelle, who brings the brand’s vision to life with her signature balance of edge and elegance.

“The launch of BCBG marks a pivotal evolution for the designer-founded brand that has long held a place in the hearts and wardrobes of women around the world,” said Natasha Fishman, Chief Marketing Officer of Marquee Brands. “This new brand identity was developed with a clear market opportunity in mind, to deliver directional fashion designed to be within reach and uncompromising in style. Partnering with Dani Michelle on our debut campaign was essential; her editorial perspective and instinctive approach elevated the collection into a wardrobe defined by adaptability and relevance. We are proud to bring this vision forward across retail platforms, in store, online and social, and introduce BCBG to a new generation of women.”

As a pillar within Marquee Brands’ Fashion & Lifestyle portfolio, BCBG enters a new chapter under the stewardship of its brand owner. Positioned within Marquee’s global platform, BCBG builds on its heritage while extending its presence across key markets and retail channels.

Rooted in the spirit of Bon Chic, Bon Genre, the French expression meaning “Good Style, Good Attitude” that defines BCBG’s creative ethos, the Fall 2025 collection introduces a focused wardrobe of accessible, romantic modernity. Informed by Max Azria’s legacy, BCBG blends Parisian allure with subtle references to the late founder’s Tunisian heritage, expressed through layered textures, nuanced fabrications and seasonal color stories.

Anchored in suiting, separates and dresses, BCBG’s Fall 2025 collection offers a wardrobe developed to be mixed, matched and reimagined. Monthly drops keep the assortment fresh and in rhythm with today’s evolving style. Fluid silhouettes, abstract prints and unexpected pairings define the season, while relaxed shapes meet structured proportions. Tweed jackets, denim-effect fabrications and statement blazers add depth and dimension. Dresses transition from day to night through color and print blocking, nodding to the brand’s archival influences. BCBG enters the market with an offering that builds on brand heritage, responds to current trends and delivers accessible style.

BCBG brings its vision to life through a Fall 2025 campaign styled by celebrity stylist and fashion authority Dani Michelle. Recognized for shaping the visual identities of today’s most influential women, Michelle infuses the campaign with her distinct perspective and innate understanding of style, interpreting the brand’s codes with an elevated and personal hand. Shot on location in Paris, the campaign explores the interplay of structure and softness, illustrating how the BCBG wardrobe moves with ease through every part of life. The imagery introduces a visual chapter for the brand that is refined, cinematic and unmistakably BCBG.

“BCBG has always held a special place in my fashion memory. It was a brand woven into some of the most meaningful moments of my life,” said Dani Michelle. “To be given the opportunity to shape how this new identity is presented feels incredibly full circle. My goal was to style the collection in an effortless and inspiring way, while staying true to the spirit that has always made BCBG iconic. This campaign shows how clothes live and express a woman’s individuality across her everyday and extraordinary moments.”

BCBG’s Fall 2025 collection is now available nationwide in-store and online at Macy’s and Macys.com, Nordstrom, Dillard’s and Amazon.

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