TIMING: Fall / Winter 2019

GOAL: To deliver a momentous campaign to celebrate BCBGMAXAZRIA’s 30th anniversary and highlight the brand’s continuous commitment to empower women through self-expression.

Co-Direct Campaign Development & Storytelling
Procurement of Talent
Shoot Production & Budget Management
Marketing Strategy & Execution
Advertising & Media Buying
Influencer Strategy & Securement
Event Concept & Curation
ABOUT: To celebrate BCBGMAXAZRIA’s 30th anniversary, we selected one of BCBGMAXAZRIA’s most successful campaign models from decades past, Adriana Lima, to serve as the seasonal brand ambassador and face of the new “Be Your Own Muse” campaign. The campaign’s tagline revolved around the question, “What Does It Mean To Be Your Own Muse?” which encouraged our community to participate in a powerful dialogue around identity, self-worth, and fearless femininity, and further advanced the brand’s vision of style as a powerful tool for self-expression. Followers of the brand chose words of affirmation to describe their inner muse which became conversation pieces across our product assortment, e-commerce, storefronts, social media, and advertising.

ACHIEVEMENTS: Introduced BCBGMAXAZRIA’s first campaign tagline since 1989 with supermodel and philanthropist Adriana Lima. Originally intended as an exclusive message for the FW19 season, the “Be Your Own Muse” campaign message now stands as the brand’s permanent slogan and the cornerstone of advertising and marketing efforts. During the FW19 season, the campaign generated 268M marketing impressions, a 21% lift in e-commerce sales, a 10% growth across social media channels, and was labeled as one of the best fashion ad campaigns of the fall 2019 season by Women’s Wear Daily.

TOP PRESS: Vogue, EXTRA! TV, WWD, Who What Wear, L’OFFICIEL, People, Yahoo! News, DailyMail

Campaign Photoshoot


Times Square Billboard (New York City, NY)

Taxi Cab Tops (New York City, NY)

Global Print Advertising (Elle, Harper’s Bazaar, Flaunt)

Direct Mail Advertising (National)

Online Media Partnerships (Les Facons, Elle, Harper’s Bazaar, The Zoe Report)

Adriana Lima and 50+ influencers took part in the “Be Your Own Muse” campaign garnering 60M+ impressions and 150+ pieces of content. Instagram Story templates were provided to influencers to generate “BYOM” responses which were later repurposed across BCBGMAXAZRIA’s e-commerce, store visuals, and social media.

Behind-the-scenes exclusives for press and social media

BCBGMAXAZRIA and Adriana Lima hosted a private VIP event during NYFW at the former townhouse of Elizabeth Taylor. BCBGMAXAZRZIA presented the FW19 “Be Your Own Muse” collection and a brand retrospective of archival designs spanning the past 3 decades to coincide with the 30th-anniversary milestone.

Photographer: Zoey Grossman, Stylist: Rachael Wang, Art Director: Kreshnik Kastrati, Copywriter: Veronika Syrop, Production: Rockman Productions, Set Design: Ali Gallagher