BCBG Max Azria: Fashion's Future is Here Now

As the latest fashion week in New York got underway on Thursday, Sept. 10 - over the course of the next week over 200 designers will show their Spring 2010 offerings - the million dollar question facing the fashion industry is, “What will customers buy?”

Vogue’s Fashion’s Night Out initiative simultaneously kicked off on Thursday night in cities worldwide in an attempt to tantalize and persuade shoppers to buy full-priced fall fare in a retail climate that has been in decline for the past year.

If the spring collection by BCBG Max Azria is any indication of what’s in store for customers six months from now - their morning runway show was the first official presentation in the Bryant Park tents - customers might still be inclined to continue shopping their closets, as the collection was short on new ideas.

The brand that most often graces the pages of Us Weekly and is sold in over 550 stores worldwide served up a slim collection of 31 looks, which contained a similar refrain throughout of t-shirt dressing, painterly abstract expressionist prints, asymmetry and draped jersey. Bright colors attempted to lighten the mood, but the sack-like silhouette proved to be uninspiring - more beach cover-up than evening attire.

Several looks played with contrasting textures, like a minidress with a smooth puzzle-shaped crepe panel mixed with a delicately ruched printed fabric, while a whisper thin handkerchief hem jersey dress featured a quilted architectural shoulder. Metallic beading adorned a series of black or white gowns, but this type of detail has already made its way to mass market stores for a number of seasons now.

At time BCBG felt like it was taking cues from one of the other brands in the Max Azria stable, Herve Leger. Neon triple mesh ruched dresses looked like a lighter version of the ubiquitous bandage dress.

If it seemed like the collection, meant to present what we’ll be wearing six months into the future, tended to evoke the present and the recent past, it turns out that’s not so far from being the truth - a couple of select dresses from the Spring 2010 collection went up for sale on the company’s Web site immediately following the show. If celebrities are “just like us,” now thanks to BCBG Max Azria we can be “just like them.”

Source: www.fashionwiredaily.com

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