Dani Michelle Revives Bcbg With A Daring '90S Fashion Twist

BCBG's Stylish Comeback

BCBG is stepping back into the fashion spotlight like never before. Once known for its sleek runway looks and red-carpet moments, the iconic brand is entering 2025 with a fresh identity that merges nostalgia with modernity. With a new campaign shot in the heart of Paris, BCBG is backed by celebrity stylists who know how to turn fashion into a cultural phenomenon.

At the forefront of this revival is none other than Dani Michelle, the stylist with a client list that reads like a Hollywood who’s who – think Kendall Jenner, Hailey Bieber, and Elsa Hosk. Now, she’s bringing her fashion expertise to BCBG, curating the brand’s debut campaign for its Fall 2025 collection.

“BCBG is a new chapter, but it carries the spirit of Max Azria that so many of us grew up loving and wearing,” Michelle explained. “His design language of fluidity, texture, and sharp tailoring runs throughout this collection and already feels timeless.”

Parisian Elegance Meets Modern Edge

Shot entirely in Paris, the campaign pays homage to the brand’s French roots while infusing it with a contemporary twist. Models strut through the city in tweed jackets over denim, flowing dresses paired with tailored suits, and sharp blazers with soft, fluid tops. This juxtaposition of structure and ease is intentional, creating a unique blend of sophistication and wearability.

Michelle emphasizes that the collection is all about versatility: “A blazer thrown over a top that is soft and fluid, unexpected layers of tweed and denim, or a dress that carries you from day to night with fresh accessories—it’s that kind of styling that gives the collection its French sensibility.”

A Legacy Reimagined

BCBG’s new identity is designed to strike a balance between accessibility and aspiration. The clothes, inspired by Parisian romance and cinematic allure, are wearable enough to fit seamlessly into anyone's wardrobe. Michelle insists that the campaign isn’t about dictating a single look but capturing a mood: “It’s about a woman who feels confident in her own rhythm, whether she’s in something tailored, something soft, or both together.”

This revival ties back to the brand’s founder, Max Azria, who dreamed of fusing Parisian elegance with American practicality. For nearly three decades, BCBG was the go-to label for celebrities and everyday women alike, with dresses perfect for everything from cocktail parties to major award shows.

Today, Marquee Brands aims to restore and reinvent this legacy for modern shoppers. Natasha Fishman, the company’s chief marketing officer, describes the collaboration with Michelle as a pivotal move, elevating the collection into a wardrobe defined by adaptability and relevance.

Michelle admits the project is deeply personal, reflecting on BCBG’s impact on her own fashion journey: “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,” she shared. “To be given the opportunity to shape how this new identity is presented feels incredibly full circle.”