BCBG appoints new Creative Director after filing bankruptcy

By

Kate Dingwall

Published
Mar 11, 2017

Just weeks after filing for bankruptcy, BCBG has announced the appointment of a new creative director.

Bernd Kroeber will step up to the role of Executive Vice President and Creative Director of the womenswear brand. Kroeber’s first collection with the brand will be in Spring of 2018. Kroeber has been with the BCBG Max Azria team since 2007, most recently serving as the Vice President of Design for BCBGeneration. Prior to that role, Kroeber served as the Design Director at Elie Tahari.

“[Kroeber] brings a creative aesthetic that meets the tastes of tomorrow with a complete respect and appreciation of BCBG's DNA," said Marty Staff, interim acting chief executive officer of the brand said in a press release, "We are looking forward to his designs and ability to build on our strong foundation and further enhance it to realize our full potential in all areas of the business."

Lubov Azria, who previously served as the chief creative officer of BCBG, has stepped down from the brand entirely. Azria, who is married to founder Max Azria, had been with the brand for 20 years. 

BCBG filed for Chapter 11 just ten days ago, listing assets in the range of $100 million to $500 million.The brand, best known for its celebrity-loved frocks and gowns, is undergoing a six-month reorganization and restructuring process. Alongside Kroeber’s appointment, Annette Schatz has been named the new President of Global Wholesale and Distributors, and Greg Adams has been appointed the Vice President of Marketing.