Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

BCBGMAXAZRIA Spring Ads Are Less 50 Shades Than the Runway

Image via BCBG Max Azria
Image via BCBG Max Azria

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The BCBGMAXAZRIA Spring 2013 collection walked the runway at the height of the 50 Shades noise, so it was tough to separate the black and white harnesses from the naughty literature steaming up middle-aged middle Americans. Now that we're far and away from that madness, and looking at the editorialized ads rather than a runway, we're getting way more of the intended Helmut Newton vibe. The lingerie looks seem much more luxe against the ornate wall moldings paired with sleek hair, ankle cuffs, and envelope clutches.
· Fashion Week Spotlight: BCBGMaxAzria's SS 13 Collection Challenges You Not to Think of Fifty Shades of Grey [Racked]
· Acne Gets Arty, Dresses Dogs in Spring Collection [Racked]