BCBG is back.

Maison BCBG, the fashion house founded by Max Azria, has launched the label with a new collection for fall 2025, designed to reflect French sensibility with “a distinct, modern approach to everyday style.” In doing so, the house has recruited celebrity stylist Dani Michelle, whose clients include Kendall Jenner and Hailey Bieber, to craft the vision for the campaign.

“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,” offered Natasha Fishman, chief marketing officer at Marquee Brands, which owns BCBG. “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.”

Of drafting Michelle, Fishman called it an “essential” choice, adding, “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.”

The wares are said to be rooted in the spirit of “bon chic, bon genre,” a French expression that means “good style, good attitude.” The campaign, shot on location in Paris, explores the interplay of structure and softness by putting the models in lush ensembles against city backdrops. See: Suiting, separates, flowy dresses, tweed jackets, denim and abstract prints.

“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 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 is available nationwide in-store and online at Macy’s, Nordstrom, Dillard’s and Amazon. See selections below.

Models pose in BCBG’s fall 2025 collection.

Courtesy of BCBG/Marquee Brands

A model poses in BCBG’s fall 2025 collection.

Courtesy of BCBG/Marquee Brands

Models pose in BCBG’s fall 2025 collection.

Courtesy of BCBG/Marquee Brands

A model poses in BCBG’s fall 2025 collection.

Courtesy of BCBG/Marquee Brands

A model poses in BCBG’s fall 2025 collection.

Courtesy of BCBG/Marquee Brands

A model poses in BCBG’s fall 2025 collection.

Courtesy of BCBG/Marquee Brands