Celebrity Stylist Dani Michelle Is Bringing a ’90s Fashio…

BCBG is stepping back into the fashion spotlight with a major revival that taps into its roots while setting the stage for a new generation of style fans.

Once synonymous with sleek runway looks and red-carpet moments, the brand is entering 2025 with a fresh identity, a Paris-shot campaign, and the backing of celebrity stylists who know exactly how to turn clothes into cultural moments, according to The Hollywood Reporter.

At the center of the relaunch is Dani Michelle, the stylist whose client list reads like a Hollywood best-dressed lineup—Kendall Jenner, Hailey Bieber, and Elsa Hosk among them.

Now, she’s bringing that same fashion fluency 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.”

The campaign, shot entirely in Paris, plays into the brand’s French DNA but makes it modern. Models move through the city’s streets in tweed jackets layered over denim, flowing dresses styled with tailored suiting, and sharp blazers paired with soft, fluid tops. The approach creates an effortless contrast between structure and ease.

Michelle said that was intentional: “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.”

The new BCBG identity is designed to hit a sweet spot between accessibility and aspiration. The clothes are romantic, cinematic, and Parisian-inspired, yet wearable enough to slot seamlessly into a personal wardrobe.

Michelle emphasized that the campaign wasn’t about prescribing one look but about 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. The campaign was less about a single look and more about capturing the BCBG mood that women can see themselves in.”

That mix of real and aspirational ties back to the brand’s founder, Max Azria. According to People, the Tunisian-born designer, who moved to the United States in the early ’80s after more than a decade in Paris’s fashion scene, founded BCBGMAXAZRIA in 1989.

His vision was to fuse Parisian sophistication with American wearability, and for nearly three decades, his label became a go-to for celebrities and everyday women alike. At its peak, BCBGMAXAZRIA operated hundreds of stores worldwide and built a reputation for dresses that could swing from cocktail parties to major award shows.

Azria, who died in 2019 at 70, left behind a brand legacy that has long been part of fashion’s cultural memory.

For Marquee Brands, which acquired BCBG after its 2017 bankruptcy, this revival is about restoring that legacy while rewriting it for today’s shopper.

Natasha Fishman, the company’s chief marketing officer, called the relaunch “a pivotal evolution for the designer-founded brand that has long held a place in the hearts and wardrobes of women around the world.” She described the collaboration with Michelle as an “essential” move to The Hollywood Reporter, explaining that her editorial eye elevated the collection “into a wardrobe defined by adaptability and relevance.”

The strategy is about more than aesthetic revival. BCBG wants to reestablish itself as a brand that belongs in the cultural conversation again, much like it did in the early 2000s when stars like Kim Kardashian and Drew Barrymore championed Azria’s designs. Today, the push comes through both celebrity styling and retail accessibility, with the new collection available at Macy’s, Nordstrom, Dillard’s, and Amazon.

Michelle admitted the project felt personal. “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 said. “To be given the opportunity to shape how this new identity is presented feels incredibly full circle.”