The Elevated Woman

BCBGMAXAZRIA has long been our go-to for sumptuous dressing. Creative director Bernd Kroeber weighs in on the brands winning designs

- Natalie Westernoff

As someone who has been in the fashion industry for well over a decade how would you say the industry has evolved in terms of how we consume trends?

The fashion world has changed rapidly. Fashion became much more democratic with the turn over from the runway to the street. Today anyone can be part of a runway show from their sofa at home. Social media made the industry very transparent. Designers must react much faster, update and reinvent faster and be in constant communication with the consumer. I feel fashion has become much more inclusive and the customer is now a more involved partner and influencer in the evolution of trends.

Do you think trends are an important part of the brand or do you prefer to stick to the BCBGMAXAZRIA DNA?

Our priority is to always honour our customers and the BCBGMAXAZRIA DNA. Every season we take her on a journey to make her discover new nuances of herself, where we introduce her to new trends interpreted into the world of BCBG.

How do you think BCBGMAXAZRIA empowers women to feel about themselves?

BCBGMAXAZRIA’s core philosophy is to empower women to feel confident and strong. Therefore, our design philosophy has always been to create effortless styles which honours femininity.

The titles of each delivery within the collection focus on the idea of empowerment. How did these ideas come to light?