Bio

Bernd Kroeber is an internationally recognized Creative Director and design executive whose career has been defined by transformation — of brands, product and the way fashion connects creativity with commerce. With a distinctive aesthetic rooted in modern sensuality, sharp proportion and European refinement, he has built a reputation for creating fashion that is immediately identifiable, emotionally desirable and commercially relevant.

His work has appeared in some of the world’s most influential fashion publications, including Vogue, ELLE and Harper’s Bazaar, and his career has been recognized with honors including the Italian Oscar de la Mode and a Teen Choice Award. Beyond the runway, his design reach has extended to landmark international projects, including uniforms for Lufthansa Airlines and the German national soccer team.

Educated at the University of Hanover and Central Saint Martins in London, Kroeber was trained in the complete craft of fashion — from draping, pattern making and construction to sketching and tailoring. His early experience in Savile Row tailoring instilled a precision that would become fundamental to his work, followed by formative roles with Hussein Chalayan and Donna Karan.

At Strenesse, he rose from Designer to Design Director before joining Elie Tahari as Design Director, further establishing his ability to translate a strong creative point of view into globally relevant collections.

Kroeber later joined BCBGMAXAZRIA GROUP, beginning one of the defining chapters of his career. Initially appointed Design Director, he ultimately became Executive Vice President of Design and Creative Director for BCBGMAXAZRIA, Hervé Léger and BCBGeneration, shaping the creative vision of three internationally recognized brands. His leadership extended beyond individual collections to the complete brand expression — defining product, image, identity and the emotional connection with the consumer.

His entrepreneurial work continued with the launch of BORN2KREATE, an exploration of a new language of luxury comfort, alongside B2Klab, a forward-thinking skin solution.

Today, Kroeber is Head of Design for Myer Exclusive Brands in Melbourne, Australia, leading the creative and design direction across the portfolio’s men’s and women’s collections. His mandate spans brand positioning, seasonal vision, collection architecture and execution from concept to consumer, with a clear focus on elevating product, quality, fit and consistency while building distinct brand identities with the potential to reach far beyond their existing market.

Kroeber’s strength is not simply designing collections — it is seeing what a brand can become.

Across Europe, the United States and Australia, he has consistently combined creative instinct with strategic and commercial intelligence: identifying the essence of a brand, stripping away what is no longer relevant and amplifying what makes it unmistakable.

His philosophy is clear: fashion must create desire, a brand must have a point of view, and great design must be as powerful commercially as it is creatively.