BCBG stand for “Bon Chic, Bon Genre,” a French phrase meaning, “good style, good attitude.” The Collection is designed by Max Azria, an ex-Parisian who took his design skills to the U.S. and created a new aesthetic for American women. The Brand is comprised of several collections geared toward different women. The concept of the brand is to offer outstanding, stylish, high quality lifestyle clothing for the modern, American woman at a moderate price point. Clothing is inspired by European fashion trends and the brand designs a full clothing line as well as footwear, handbags, leather goods, denim, outerwear and accessories.

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