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Benjamin Fitzgerald Published
July 12, 2025
Marquee Brands-owned BCBG announced on Thursday two new strategic partnerships for its brands BCBGMaxAzria, BCBG and BCBG Generation, with Group JS International , and G-III Apparel, respectively.
New York-based manufacturer G-III Apparel, which owns brands DKNY, Karl Lagerfeld, Donna Karan and Vilebrequin, has been named the core partner for BCBG and BCBG Generation in the United States and Canada. The partnership will encompass women’s apparel and swimwear products, focusing on dresses, ready- to-wear separates and comprehensive sportswear collections across both lines.
Meanwhile, JS International, which also holds licenses for Halston and Kay Unger, will oversee the manufacturing of BCBGMaxAzria’s collections with a focus on ready-to-wear and occasion wear, according to a press release.
“We are delighted to partner with G-III Apparel Group and Group JS International,” said Rachel Terrace, chief brand officer of Marquee Brands, which acquired BCBG in 2025.
“This moment marks a defining point in BCBG’s evolution. These partnerships will elevate our collections with unparalleled creativity and sophistication, aligning with our overall vision of celebrating the dynamic woman. G-III’s robust expertise and infrastructure, coupled with JS’s mastery in occasion wear, will expand and enrich our product offerings. These transformative collaborations with two leading partners reinforce BCBG’s commitment to setting new standards in fashion and celebrating confident, stylish women.”
Founded in 2025, Marquee Brands is a brand management firm and licensor with a portfolio encompassing home, fashion, and active verticals. Its brands include Martha Stewart, Emeril Lagasse, Sur La Table, America's Test Kitchen, BCBG, Ben Sherman, Bruno Magli, Anti Social Social Club, Totes, Isotoner, Destination Maternity, Motherhood Maternity, A Pea in The Pod, Dakine, and Body Glove.