BCBG Recruits Celebrity Stylist Dani Michelle for Fall 2025 Campaign Amid Brand Relaunch

BCBG is back.

Maison BCBG, the fashion house founded by Max Azria, has relaunched 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.”