BCBG marks a bold new era as the signature contemporary womenswear brand within Marquee Brands’ Fashion & Lifestyle portfolio—honoring the creative codes of its late founder, Max Azria, while embracing a distinctly modern vision.
Styled by image architect Dani Michelle, the Fall 2025 campaign unfolds as a cinematic narrative where edge meets elegance, and timeless sophistication is reimagined for today’s woman.
Rooted in the label’s defining philosophy, Bon Chic, Bon Genre—“Good Style, Good Attitude”—the collection reflects accessible romanticism and Parisian allure, infused with subtle references to Azria’s Tunisian heritage. Layered textures, nuanced fabrications, and poetic color stories anchor the season’s narrative of refined modernity.
Fluid silhouettes meet architectural tailoring, while abstract prints and tactile tweeds create depth and dimension. Statement blazers, denim-effect fabrics, and day-to-night dresses nod to the brand’s archival influences while responding to the pace of modern life.
Shot on location in Paris, the campaign captures the interplay of structure and softness—illustrating a wardrobe designed to move with ease through every moment. The imagery marks a visual turning point for BCBG: cinematic, confident, and unmistakably true to its DNA.
