BCBG Max Azria, a well-known fashion label in the United States, is gearing up for a relaunch in Europe. After successfully relaunching in the USA, the brand has set its sights on expanding into Europe, the UK, Turkey, Russia, and other former CIS states. The label, founded in 1989 by French-Tunisian designer Max Azria, faced financial difficulties and was eventually acquired in 2017 by US investment fund Marquee Brands, along with its young line BCBGeneration.

To facilitate its reentry into the European market, BCBG Max Azria has entered into a renewable five-year master license agreement with A.Moda, an Italian producer and distributor of ready-to-wear fashion owned by Alessandro Bastagli. Having been involved in the fashion industry for over 40 years, Bastagli also owns Finalba S.r.l., which holds stakes in various fashion businesses such as the Nefe modeling agency and Italian department store chain Coin. The agreement with A.Moda encompasses multiple product categories, ranging from women’s ready-to-wear and childrenswear to fabric and leather accessories, with the potential to include perfumes and footwear in the future. In cases where A.Moda does not have ownership or stake in certain companies, they will collaborate with reliable manufacturing partners.

The relaunch will be spearheaded by Bastagli, who will be joined by his son Edoardo, the Chief Operating Officer and Managing Director of A.Moda. Edoardo will also be responsible for overseeing the digital aspects of the business. Starting from 2023, the duo plans to focus on the development and reestablishment of the BCBGeneration line. A.Moda’s strategy aims to bring high-end fashion within reach by partnering with ML Group, a Tuscany-based producer that collaborates with luxury labels worldwide. Their intention is to create high-quality products that are reasonably priced.

BCBG Max Azria will kick off its European comeback with a flash collection for Spring/Summer 2022, consisting of approximately 50 items available for online purchase and delivery starting in April. The official relaunch of the brand will take place with the Fall/Winter 2022-23 collection, featuring 155 items. Cristina Ortiz, a multicultural designer with experience at renowned labels such as Lanvin, Salvatore Ferragamo, and Brioni, will be responsible for designing knitwear, outerwear, evening wear, and day wear. Albino Riganello has been selected as the creative director for other markets. The ultimate aim is to create a global collection that seamlessly blends European and American styles.

The collections will be available for purchase online, as well as through multibrand retailers and department store concessions. BCBG Max Azria plans to collaborate with prominent chains such as El Corte Inglés, Rinascente, Galeries Lafayette, Harrods, and Attica, with the goal of establishing 200 physical stores in the near future. A.Moda will have its own sales team in Italy, while the parent company will oversee e-commerce operations.

A.Moda, under the leadership of Bastagli, has a longstanding partnership with US sportswear brand Everlast in Italy. In addition, they own ballet and sportswear brands Dimensione Danza, Dimensione Danza Sisters, and Empire. With the addition of BCBG Max Azria, A.Moda generated over €11 million in revenue in 2021 and expects a slight increase in 2022. They have set a target of reaching €30 million in revenue with the brand within the next five years. The Finalba group, which includes A.Moda, achieved a revenue of nearly €70 million in 2021.

BCBG Max Azria’s relaunch in Europe, led by A.Moda, presents an exciting opportunity for the brand to make a comeback and expand its reach to a wider audience. With a focus on producing high-quality products at accessible prices, strategic partnerships with established industry players, and experienced designers on board, the brand is well-positioned for success. As the fashion industry continues to evolve, BCBG Max Azria’s relaunch is expected to make a significant impact in the European market.

Please find useful links below:
BCBG Max Azria Official Website
A.Moda Official Website