bebe Looks to the Future with Campaign Celebrating Diversity, Individuality and Empowerment

With a diverse mix of leading global fashion, music and social media influencers including Jasmine Sanders, Pia Mia, Inka Williams and Herizen Guardiola, bebe's new campaign plans to engage new and loyal customers via exclusive behind-the-scenes content and social media messaging. As part of this effort, bebe is also adding new size ranges and categories, including petites through plus, bridal and professional attire – all to accommodate its consumer's needs. Kicked off by a digital billboard in the heart of New York's iconic Times Square, bebe's international campaign was captured by Emma Summerton on location at Chateau Marmont in Los Angeles, and spotlights relevant talent and trendsetters who will define the world's style for years to come.

"Over the past four decades, bebe has established itself as the go-to destination for real women around the world who are seeking contemporary, chic fashion," says Sandra Campos, President of the bebe division at Global Brands Group. "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. 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."

Jasmine Sanders, a social media influencer with 2.5 million Instagram followers, was selected for the campaign as someone who's mature and always stays true to herself in today's constantly shifting global culture. She is the girl of the moment and a leading voice for what's new and next. As the "Golden Barbie," she is also spotted everywhere, including Vogue magazine.

Music sensation Pia Mia, hailing from Guam, also joins bebe's campaign as a successful Latina artist. At 20 years old, this "Island Girl" has racked up 143 million plays of her song "Do It Again" on Spotify. She has worked with Disney, Chris Brown, Tyga and Babyface, in addition to forming a recording label. With a strong social footprint, she is highly engaged with more than 4.9 million Instagram followers.

At only 17 years old, on the cusp of womanhood, Inka Williams shows a sense of empowerment during a transitional stage in her life. She has also proven that an it-girl can be discovered in the remotest of locations. Hailing from Bali, bebe's third campaign member exudes a natural, fresh-faced sophistication that has landed her on Vogue's watch list of influencers. Inka has modeled for Elle, Hunger Magazine and POPSUGAR, she is launching her own brand in fashion, and she expresses herself worldwide through multiple media channels. This global citizen's effortless approach has earned her a loyal following that continues to grow.

Actress, singer and songwriter Herizen Guardiola, known for her breakout role as Mylene on Netflix sensation The Get Down, rounds out the creative and diverse group for the brand's latest campaign. With an unapologetic view of the world, Herizen is the epitome of what the bebe campaign is about.

bebe showcases a fresh perspective via Creative Director Nathan Jenden, who has been appointed to drive bebe's vision for the brand moving forward. Jenden states, "With our current campaign, we decided to connect with the brand's diverse consumers, women of many international backgrounds and locations. Our vision is to target her complete lifestyle, looking at what she wants, how she shops and what she needs now. We seek rich and engaging conversations with her to ensure we understand and address what she cares about."   

Ralph Gindi, COO of Bluestar Alliance, adds, "bebe is about fashion. We are obsessed with leading trends and sharing them with our loyal customer base across the globe. bebe's mantra stresses individuality and finding oneself, within your own comfort zone—truly 'be who you are, not who they want you to be.' Casting top individuals who deliver this message to their followers on digital media, across different lifestyle sectors, was imperative for us."

bebe continues forward with integrated marketing activities in all aspects, including print, social media, press and brand marketing, that will showcase the "Be Bold. Be Different. Be You." campaign and the brand's DNA season after season. The campaign will be visible in Vogue, Marie Claire and InStyle and can also be followed socially with hashtag #beyoubebe.

Disclaimer

All trademarks belonging to third parties referenced in this release are the property of their respective owners and are not affiliated with bebe or Bluestar Alliance, LLC.

About bebe^®

Unique, sophisticated and unapologetically seductive, bebe emerged as the first contemporary fashion destination in 1976. Today, the bebe brand continues to define next-generation chic while staying true to its assertive, provocative origins. Inspired by Shakespeare's immortal words "To be, or not to be," the brand is, at its essence, about living, standing out and truly existing.

About Bluestar Alliance, LLC

Founded by Joseph Gabbay and Ralph Gindi in 2006, Bluestar Alliance owns, manages and markets a portfolio of consumer brands that span across many tiers of distribution from luxury to mass market with a heavy emphasis on department store retail brands. Brands within the portfolio include bebe, Kensie, Catherine Malandrino, Nanette Lepore, Joan Vass, Michael Bastian, English Laundry and Limited Too.

The firm's investment mandate is to identify and purchase consumer brand companies where it can leverage the brand equity and expand its current categories to a broader consumer base. To facilitate the overall strategy, Bluestar Alliance relies on their branding/marketing knowledge, extensive relationships with retail management, strategic partnerships and brand licensing manufacturing entities. Each brand is uniquely positioned to maintain brand heritage and equity, considering new categories and current tiers of distribution.

Bluestar Alliance's current network of international and domestic partners offers the opportunity to take a niche brand to a visible worldwide lifestyle brand. Since its inception, Bluestar Alliance has acquired select brands with current retail sales exceeding $2 billion. The current portfolio of brands manages more than 200 licensees who distribute product throughout North America, Europe, Australia, South America, Asia, the Middle East and India.

SOURCE bebe brand