BCBG by Max Azria has become one of the largest fashion houses in the United States. Designed by French expatriate Max Azria, BCBG is a complete line of hip, fashionable clothing for women of all ages who love style. The BCBGeneration line is a downtown collection geared toward a younger generation of fashionable gals. The designs are head on cool to outfit women of the next generation, and the prices reflect that. Generation has cute, flirty dresses in pretty patterns and seductive silhouettes, as well as tops, bottoms, shoes, jewelry, handbags and accessories, all designed to look young and feel with it.