Under a new partnership with Global Brands Group Holding, contemporary US fashion label Bebe has taken on a new strategic direction.

It has upgraded and relaunched its e-commerce platform, and its brick-and-mortar stores are included in the deal.

There is also a new creative director, Nathan Jenden, who worked with Diane von Furstenberg for more than 10 years. He launched his own label during New York Fashion Week 2005, and had a client list that included music star Madonna. He started in the fashion world as an apprentice to John Galliano.

“Bebe is one of the original brands in the world of contemporary, chic women’s fashion, which brought something new to market,” says Jenden. “We are looking at what a woman wants now, how she shops and what she needs, and we’ll seek rich and engaging conversations with our customers to ensure we are part of their integral global community.”

“Bebe is an iconic fashion brand with a loyal global following,” says newly appointed president Sandra Campos of the Bebe division at Global Brands.

“As we continue to build out the wholesale and department -store distribution for the Bebe brand, it was a natural transition for Global Brands to take over the bebe e-commerce platform,” says CEO Joseph Gabbay of Bluestar Alliance, which forged a partnership with Bebe Stores last year to create new licensees and product extensions. “Our efforts will concentrate on an omni-channel distribution approach to service.”

Bluestar Alliance will continue managing the brand.