Since its inception in 1989, BCBGMAXAZRIA has epitomized the French expression “Bon Chic, Bon Genre,” combining sophisticated design with a laid-back attitude. As BCBG embarks on its next chapter, the brand will undergo a strategic and fundamental renewal supported by its esteemed partners. This revitalization will inject new vision into the brand’s core lines: BCBGMAXAZRIA, BCBG and BCBG GENERATION, which offer bold, couture designs that redefine style for the modern woman. The next phase is set to significantly expand the reach and accessibility of BCBG’s fashion lines, unleashing innovative and contemporary designs along with a wave of vibrant energy into the marketplace, cementing BCBG’s leadership as the definitive destination for special occasion, professional and day-to-night wear.
“We are delighted to partner with G-III Apparel Group and Group JS International,” said Rachel Terrace, Brand Director at Marquee Brands“This moment marks a turning point in BCBG’s evolution. These partnerships will elevate our collections with unparalleled creativity and sophistication, in line with our overall vision of celebrating the dynamic woman. G-III’s strong expertise and infrastructure, coupled with JS’s expertise in occasionwear, will expand and enrich our product offering. These transformative collaborations with two leading partners reinforce BCBG’s commitment to setting new standards in fashion and celebrating confident, stylish women.”
Marquee Brands is partnering with G-III Apparel Group and Group JS International to enhance BCBG’s brands beginning in 2025. G-III will grow BCBG and BCBG GENERATION in the U.S. and Canada, focusing on diverse apparel lines, while JS will elevate BCBGMAXAZRIA with luxury-quality designs. These partnerships will reinvigorate BCBG’s collections and expand its reach.
Marquee Brands has strategically partnered with G-III Apparel Group as the premier partner for BCBG and BCBG GENERATION in the United States and Canada. The partnership will encompass women’s apparel and swimwear, with a focus on dresses, ready-to-wear and full activewear collections that embody the brand’s romantic, versatile and charming spirit, meticulously crafted for the confident woman.
Complementing BCBG’s sophisticated approach, BCBG GENERATION will continue to celebrate individuality and creativity, and connect with adventurous and socially conscious consumers. This strategy will strengthen the brand’s lifestyle vision, expanding its influence beyond fashion to become 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 in more than 20 product categories, its best-in-class sourcing and supply chain network, and its 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 price points. The focus will be on ready-to-wear and occasionwear, with elegant pieces that combine the brand’s long-standing romantic heritage with a modern edge. This partnership cements 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 (RM) Press Desk
