Since its inception in 1989, BCBGMAXAZRIA has epitomized the French expression "Bon Chic, Bon Genre," blending sophisticated design with an effortless attitude. As BCBG embarks on its  next chapter, the brand will undergo a strategic and pivotal refresh supported by its esteemed partners. This revitalization will inject new vision into the brand’s core lines: BCBGMAXAZRIA, BCBG and BCBG GENERATION, offering bold, high-fashion designs that redefine the modern woman’s style. The next phase is poised to significantly broaden the reach and accessibility of BCBG’s fashion lines, unleashing innovative and contemporary designs along with a surge of vibrant energy into the market, solidifying BCBG’s leadership as the ultimate destination for occasion, career, and day-to-night dressing.

“We are delighted to partner with G-III Apparel Group and Group JS International,” said Rachel Terrace, Chief Brand Officer of Marquee Brands. “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.”

Marquee Brands has strategically aligned with G-III Apparel Group as the core partner for BCBG and BCBG GENERATION in the United States and Canada. The partnership will encompass women’s apparel and swimwear products, focusing on dresses, ready-to-wear separates and comprehensive sportswear collections that embody the brand’s spirit of romance, versatility, and charm – meticulously crafted for the confident woman.

BCBG GENERATION, complementing BCBG’s sophisticated approach, will continue to celebrate individuality and creativity, resonating with adventurous, socially conscious consumers. This strategy will invigorate the brand’s lifestyle vision, extending its influence beyond fashion into a comprehensive lifestyle brand.

G-III has a strong track-record of building and expanding global brands with some of the biggest names in fashion. The Company is known for its expertise across more than 20 product categories, best-in-class sourcing and supply chain network, and deep relationships with retailers. Its core capabilities will enable rapid expansion of BCBG and BCBG GENERATION as the brands move into their next phase of growth.

Group JS International will further elevate BCBGMAXAZRIA’s, collections with luxury-quality designs at contemporary prices. The focus will be on ready-to-wear and occasion wear, featuring elegant pieces that blend the brand’s longstanding romantic heritage with a modern twist. This partnership solidifies BCBGMAXAZRIA’s commitment to sophistication and innovation, ensuring it remains a leader in the industry.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)