November 26, 2020

BCBG’s Bernd Kroeber on His Debut Collection for Spring

BCBG Max Azria’s creative director didn’t have to look far for inspiration for his debut spring 2018 collection.
Bernd Kroeber, creative director of the BCBG Max Azria, BCBGeneration and Hervé Leger brands, will show his first BCBG collection Tuesday marking the brand’s return to New York Fashion Week.
“It’s so exciting,” Kroeber said Monday afternoon. “I feel so grateful and humbled and kind of nervous, too.”
For BCBG, it’s another move forward for the overall group following its sale out of bankruptcy in which Marquee Brands paid $108 million for the three brands’ intellectual property and Global Brands Group spent $27.4 million to buy the operations.
Kroeber was promoted to head design for all three of the company’s brands in March following the ouster of longtime creative director Lubov Azria and now leads the attempt to reinvent the contemporary fashion house as it seeks firmer footing within the design world.
The spring collection for BCBG, called “City of Angels,” Kroeber described as ethereal and sensual, but walking a number of fine lines between modernism and romanticism and hard and soft.
“BCBG spring 2018 I really wanted to give a tribute to our hometown Los Angeles and our effortless, contemporary roots,” Kroeber said. “BCBG’s a 29-year-old fashion

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