Founded in Paris in 1989, BCBGMaxAzria was named for the popular French expression “Bon Chic, Bon Genre,” the idea that a good attitude is the basis of good style. Shortly after, the brand moved to Los Angeles, where it redefined the designer market by offering European standards of quality and luxury at contemporary price points.
Guided by a strong European heritage, BCBGMaxAzria is a design-driven brand known for artfully fusing a modern and romantic aesthetic. With integrity and consistency, BCBGMaxAzria takes of-the-moment trends and translates them into elevated, modern pieces. Each collection captures the best moments in fashion and makes them wearable—for every woman, at any time.
BCBGeneration is a brand for those with vision and confidence. Positioned between traditional and contemporary, we outfit style rebels that draw inspiration from street in Paris and Los Angeles.