Whether or not you cared that much when Bebe announced earlier this year it would be closing all 175 stores, you might want to sit up and pay attention now, because the brand is back with a fire new Fall 2017 campaign.
The retailer, known being a treasure trove of body con dresses and “going-out” tops, struggled to keep up with competitors like Zara and H&M in its brick-and-mortar stores, but after shutting all stores in May, the brand has begun focusing on the e-commerce sector of its business and rebranding as an online-only company. Now, the first new campaign has just been released, and we can’t get enough of the new style and messaging.
The campaign photos feature influencers like model Jasmine Sanders (also known by her Instagram handle @golden_barbie), singer and Kylie Jenner’s former BFF Pia Mia, model Inka Williams, and actress Herizen Guardiola, with the Chateau Marmont hotel in Los Angeles serving as the set. The campaign was “designed to empower real women of all ethnicities and sizes,” according to a statement from Bebe.
With a new slogan “Be Bold. Be Different. Be You.” and hashtag to match (#beyoubebe), your onetime go-to for bedazzled T-shirts seems to be focused on empowerment. Fittingly, to go along with the theme of inclusivity, Bebe is also adding new size ranges and categories, including petites through plus, bridal, and professional attire. You can check out some of the new offerings for yourself in the new campaign pics, below.
Sandra Campos, president of the Bebe division at Global Brands Group, said in a press release, “Our new campaign’s use of inspiring female influencers, who span the globe from Bali and Guam to Germany and the United States, stays true to our strategy of embracing today’s empowered and diverse consumer.”
Can we get an amen?
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