Bebe Revamps Itself, Plots a Bridal Line

Bebe: growing up.
Bebe: growing up. Photo: Ethan Miller/Getty Images

Bebe took a big step in revamping itself last year when it became one of the first brands to actually distance itself from the Kardashians. Hit hard by the recession, the brand has since done some major soul-searching and decided, as so many of us do as we grow older, to skew more “sexy in a tasteful way” than “trashy.” The company’s president, Emilia Fabricant, has said that Bebe will focus on tamer office-friendly separates — think cropped bouclé jackets instead of gold lamé halter dresses. What’s more, in the ultimate statement of maturity, they’re expanding into bridalwear.

Reports WWD:

“I wanted to create beautiful wedding gowns with a custom feel and attention to detail,” said Rami Kashou, Bebe’s bridal designer who was runner-up on “Project Runway” in season four, and is a contestant in the upcoming “Project Runway: All Stars.” Kashou characterized the Bebe gowns as “feminine, elegant, timeless and romantic” and “a celebration of the hour-glass figure.”

Veils, clutches, jewelry and gifts will also be offered, as well as a line of 10 bridesmaids’ dresses, priced from $150 to $300, that are suitable for occasions other than weddings and are either stretchy or flowy; long or midlength. “They’re cool, sexy cocktail dresses,” Kashou said.

That’s right, it’ll be designed by draping-master Rami, who as you may recall totally would have won season four had he not been up against Christian Siriano; how nice to know he’s still his hourglass-celebrating self. Bridalwear will hit select store in March.