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BCBGMAXAZRIA is a brand, an aesthetic and an attitude, inspired by the evolving landscapes of culture, art and design. We’re classic European sophistication with a modern American twist. And we’re high fashion and global style within reach. We believe confidence is the cornerstone of every great look, and we want all women to feel beautiful and empowered, no matter what they’re wearing. That’s why we’re named for bon chic, bon genre, a Parisian expression that means good style, good attitude. It’s what BCBG stands for, and it’s also what we stand for, in fashion and in life.
Created for free spirits, trendsetters and innovators, BCBGENERATION is a youthful, playful interpretation of the elegance that made BCBGMAXAZRIA famous. We’re a little French, a little Californian and completely global, with our roots on the runway and our eyes on the future. Because now more than ever, there’s no one right way to dress, look, think, act or be. That’s what inspires us most about this generation—we’re throwing out all the rules and redefining style on our own terms.