BCBG Taps Kate Young, Rosie Hunt­ing­tonWhite­ley

WWD Digital Daily - - Wwd - BY MARCY MED­INA

The stylist is the brand’s first cre­ative con­sul­tant, and the model will star in its 30th an­niver­sary cam­paign for spring 2019.

For its 30th an­niver­sary, BCBG Max Azria is height­en­ing its pro­file by ap­point­ing stylist Kate Young as cre­ative con­sul­tant and tap­ping Rosie Hunt­ing­ton-White­ley to ap­pear in its spring 2019 cam­paign. It’s a new move for the con­tem­po­rary brand founded by Max Azria in 1989.

Young, who signed not long af­ter Mar­quee Brands took con­trol of BCBG, is work­ing along­side cre­ative di­rec­tor Bernd Kroe­ber, who worked with Joyce Azria as part of BCBGen­er­a­tion team.

“I’ve con­sulted for many brands, but no one re­ally does this,” Young said of tak­ing on a pub­lic con­sult­ing role.

“I have a sort of old school love for the brand. For me it has this as­so­ci­a­tion with mov­ing to New York, which sort of goes with the am­bi­tious work­ing stylish girl,” Young said. “It’s fun col­lab­o­rat­ing to­gether on col­ors and shapes. I’m just try­ing to bring a lit­tle of my aes­thetic in.”

“I’ve worked nearly a year with Kate and her sen­si­bil­ity and her eye is so re­fined,” Krober said.

The spring 2019 col­lec­tion picks up where for­mer cre­ative di­rec­tor Lubov Azria left off, fus­ing modern and ro­man­tic in many of the brand’s sig­na­ture looks from pleated color-blocked dresses to power suit­ing to sleek evening gowns and fash­ion-for­ward vo­lu­mi­nous dresses.

“There is a kind of ease. Noth­ing’s too tricky, it’s re­ally straight­for­ward.

It’s re­ally chic and styled-seem­ing but un­com­pli­cated,” Young said.

“Most women have dif­fer­ent sides to them­selves. This sea­son it’s more of an age­less tribe in­stead of think­ing, ‘What does a 20-year-old need ver­sus what does a 50-year- old need?’ It’s ac­tu­ally the same woman, just dif­fer­ent as­pects of her life,” she said.

Kroe­ber said he was de­sign­ing for a “modern god­dess” when imag­in­ing the power suit­ing, sweater dresses, pa­jama set, denim and ruf­fled dresses. The color pal­ette was in­spired by sea, botan­i­cals and earth tones.

The cam­paign, shot by Zoey Gross­man at Hud­son Lofts in down­town Los An­ge­les, made ref­er­ence to the theme with Greek stat­ues and col­umns as props.

Said Hunt­ing­ton-White­ley, “The clothes re­ally con­vey ev­ery­thing. I think the mes­sag­ing is about an am­bi­tious woman, pos­i­tive, up­beat. She’s a go- get­ter and she wants to be stylish and put to­gether at the same time,” she said.

Rosie Hunt­ing­ton-White­ley poses for theBCBG cam­paign at Hud­son Lofts.

Rosie Hunt­ing­ton-White­ley and Kate Young at the BCBG shoot at Hud­sonLofts in Los An­ge­les.

Rosie Hunt­ing­ton-White­ley

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