Will BCBG's revamp bring it back to its early 2000s glory days?
Marquee Brands, the parent company of BCBG and its sister brands BCBGMAXAZRIA, BCBG and BCBG GENERATION, has announced strategic partnerships with G-III Apparel Group and Group JS International to ‘evolve’ and ‘elevate’ the brands.
The US-based brand BCBG was founded in 1989. Its name comes from the French phrase 'bon chic, bon genre', which means good style, good attitude and that's what the brand stands for. The brand reached its peak in the early 2000s when it became a red carpet staple, but by 2017 the retailer find for bankruptcy and it was sold to Marquee Brands. Now, it's undergoing a long-awaited revamp.
G-III Apparel Group will drive the growth and development of BCBG and BCBG GENERATION, while Group JS International will reinvigorate BCBGMAXAZRIA.
These partnerships will commence with each brand’s 2025 collections, fueling the expansion of the BCBG family of brands and further elevating the fashion house aligning them with the wants of the modern woman.
Rachel Terrace, Chief Brand Officer of Marquee Brands, said: "We are delighted to partner with G-III Apparel Group and Group JS International.
"This moment marks a defining point in BCBG’s evolution. These partnerships will elevate our collections with unparalleled creativity and sophistication, aligning with our overall vision of celebrating the dynamic woman. G-III’s robust expertise and infrastructure, coupled with JS’s mastery in occasion wear, will expand and enrich our product offerings. These transformative collaborations with two leading partners reinforce BCBG’s commitment to setting new standards in fashion and celebrating confident, stylish women."
