Monday, June 2, 2014

Bon Chic Bon Genre

A month ago, I flew out to LA to meet with BCBG and BCBGeneration and I was lucky enough to be there while BCBG Max Azria was kicking off it's 25th anniversary celebration. BCBG curated a full exhibit which was referred to as the Retrospective. The Retrospective looked back at each year the brand has been in existence from the first formal dress to what you just saw come down the runway this past New York Fashion Week. This exhibit was incredible and took up multiple rooms. The first picture below is a room which displayed 2 outfits per each BCBG collection since the launch of the brand. It was amazing to see the evolution of BCBG and having 50 outfits from 25 years in one room was extremely impactful. The next room was a mock red carpet set up with BCBG Atelier looks that celebrities have worn to different award shows. My favorite dress that was featured was the Pink dress that Maria Menounos wore to the Golden Globes this year. The next room was dedicated to Herve Leger - which was obviously my favorite room. The best part about the Retrospective for me, was that I got a private tour with the curator who also happens to be the Creative Director for licensing at BCBG. He was able to give me the insider scoop and little behind the scene details. For instance, Lubov Azria wanted to include a particular white Herve Leger dress in the Retrospective  and so she contributed one from her very own closet! (see picture below).

I could go on and on with more details about walking the Retrospective but overall, it gave me the smallest glimpse into how much money, time, risk, and effort it takes to build a brand with lasting power.