Marquee Brands has entered into strategic partnerships with G-III Apparel Group and Group JS International to accelerate the growth and development of its BCBG fashion house.

According to Marquee, the BCBG portfolio will undergo a strategic and pivotal refresh to broaden the reach and accessibility of its fashion lines as well as offer bold and high-fashion designs.

As part of the deals, G-III will drive growth for the BCBG and BCBG Generation brands while JS will boost the BCBGMaxazria label. These partnerships will commence with each brand’s 2025 collections.

G-III will be the core partner for BCBG and BCBG Generation in the US and Canada, encompassing women’s apparel and swimwear products with a focus on dresses, ready-to-wear separates and comprehensive sportswear collections.

JS will further elevate BCBGMaxazria’s collections with luxury-quality designs at contemporary prices, focusing on ready-to-wear and occasion wear that blend the brand’s romantic heritage with a modern twist.

“G-III’s robust expertise and infrastructure, coupled with JS’s mastery in occasion wear, will expand and enrich our product offerings,” said Rachel Terrace, chief brand officer of Marquee Brands. 

“These transformative collaborations with two leading partners reinforce BCBG’s commitment to setting new standards in fashion and celebrating confident, stylish women.”