Rosie Huntington-Whiteley has been tapped as the new face of BCBG Max Azria.
The English rose will front the spring 2019 adverts, modelling romantic floaty dresses, sleek silhouettes, and chunky jewellery.
“The clothes really convey everything. I think the messaging is about an ambitious woman, positive, upbeat,” Rosie said in a statement. “She’s a go-getter and she wants to be stylish and put together at the same time.”
Stylist to the stars Kate Young, who counts Natalie Portman, Michelle Williams, and Sienna Miller as clients, has also joined the BCBG team, as creative consultant.
It’s a new venture for Kate, who’s a long-time fan of the U.S. brand, which was founded by Tunisian designer Max Azria in 1989.
“I’ve consulted for many brands, but no one really does this,” she mused. “I have a sort of old school love for the brand. For me, it has this association with moving to New York, which sort of goes with the ambitious working stylish girl. It’s fun collaborating together on colours and shapes. I’m just trying to bring a little of my aesthetic in.”
Following Azria’s exit in 2016, the label was sold to Marquee Brands and Global Brands Group in 2017 after filing for bankruptcy.
Kate has been quietly working in her new role for nearly a year, under creative director Bernd Kroeber, who praised her “refined” eye and sensibility. Power suits, sweater dresses, a pyjama set, and denim and ruffled dresses also make up the new collection.
“Most women have different sides to themselves. This season it’s more of an ageless tribe instead of thinking, ‘What does a 20-year-old need versus what does a 50-year-old need?’ It’s actually the same woman, just different aspects of her life,” the stylist added.
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