Our hearts were crushed back in spring when Bebe announced it was shuttering all of its stores, one of the many casualties of an era in which malls classics are losing relevance. However, unlike others such as Wet Seal, it wasn’t the end for Bebe.
Bebe announced that it would still live in e-commerce form, and its latest ad campaign proves that the 40-plus-year-old brand is here to stay.
Following the lead of more millennial-minded fashion institutions, Bebe has taken on a new influencer-focused direction, tapping the following up-and-comers to star in the new “Be Bold. Be Different. Be You.” campaign: models Jasmine Sanders and Inka Williams, singer Pia Mia, and actress Herizen Guardiola.
The new collection is fresh and on trend, but still channels the unapologetic seductiveness of its past. Floral maxi dresses, sporty-but-sexy cutout tops, lots of lace, and two-piece sets are just some of the pieces to expect from the e-commerce brand, as well as a healthy dash of early aughts nostalgia with logo-bearing lace robes and tees. Will the classic diamante tees (in every color of the rainbow) make a comeback? We certainly hope so.
The brand’s new focus is certainly intentional while remaining true to its mission of embracing the empowered and diverse customer. “The Bebe latest 2017 campaign is a perfect example of the exciting new direction the brand is taking as we continue to serve the fashion needs of women internationally,” says Bebe division president in an official statement.
Click through the gallery for more from the campaign and check out the campaign video, below.
Video by Madi Atkins