Bebe’s Comeback: Can the Ciara Collaboration Help the Brand Reclaim Its Top Fashion Status?

Clothing retailer Bebe, best known for its crystalized logo shirts, seems to be making a comeback, but is it too late?

Founded in 1976, the brand flourished for years with stunning boutiques in high-end malls.  In the early 2010s, bodycon bandage dresses became another staple within the brand.  However, things came to a head in April 2017 when the company announced it was closing all of its retail stores.  While bankruptcy loomed, the company was able to dodge an official filing by entering an agreement with its landlords.  From there, Bebe ran their company exclusively online and in discount department stores such as Burlington and TJ Maxx. 

Fast forward to 2024, and the company appears to be quietly planning its mainstream return, with a bit of help from singer Ciara.  Days ago, the “Body” star introduced her collection on Instagram.  Her gear includes custom shirts that read Cici x Bebe.  Another standout is a gold silk dress, which seems to have already sold out, as it is only available in black on the website.  Ciara stated she wants to channel Y2K fashions with her collection, which includes 156 items, including sunglasses and shoes.  The priciest piece in the Bebe x Cici line is only $299, which stays true to the brand’s typical price point.  The least expensive piece is the Link Bracelet Crystal Sport Bezel Watch, which is $25. 

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Aside from Ciara, there still seems to be much interest surrounding the company, as they still have 685,000 followers on Instagram.  It appears the company is looking to attract a younger audience by increasing its social media presence and collaborations.  However, with the rise of fast fashion retailers such as Fashion Nova and Shein, Bebe could have a hard time connecting in this style economy.