By  on December 20, 2011

“I’m too sexy” is something Bebe managers might never say about their brand, though they’ve thought about it.

There’s still room for those short, deep V plunge cocktail dresses and superskinny Bebe-logoed jeans, but as the 35-year-old contemporary collection transforms to a head-to-toe business, it’s showing some tamer sides. A bridal collection will be launched in March. Bebe’s fourth fragrance called Wishes & Dreams launches late April. A new lifestyle shoe strategy is under development. A broader array of denim and dresses is already evident, and the company is looking to gain ground in wear-to-work apparel, where the look has been more “dressed to kill” than dressed for office.

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