BCBGeneration

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About BCBGeneration

BCBG stands for “bon chic, bon genre” — French for "good style, good attitude” — and given its confident, youthful collections, the label BCBG definitely lives up to its name. Since launching BCBG in 1989, fashion designer Max Azria has created chic clothing that melds classic European design principles with an irreverent American spirit. Launched in 2008, BCBGeneration is BCBG’s contemporary lifestyle label for, in the company’s own words, “today’s quirky girl”: the kind of adventurous gal who pairs a bold-print, asymmetrical dress with chandelier earrings and chunky platform heels, or combines a daring draped-back tee with a micro-mini and a roomy boho bag. The label offers a full line of wardrobe essentials, including sexy-but-sophisticated dresses and separates, casual shoes and boots, handbags, and jewelry. BCBGeneration is just one part of Azria's expansive empire, which also includes the labels BCBG and BCBGMAXAZRIA and collections of couture, swimwear, shoes, men’s suits, cosmetics, and handbags.

Past Sales Featuring BCBGeneration

Sale Ended June 09, 2012

Get the Look: Summer Patio Party

Heading to a festive patio or poolside party this summer? We’ve curated a wondrous selection of sundresses, blouses, shorts, and tees that is sure to delight. Cover up your swimsuit with this sale's selection of luxe silk tunics, or head to the country club in our classic cotton tanks, cute smocked tees, and cool linen shorts. Add a floppy hat and sunglasses for a look that screams summertime chic.

Sale Ended April 26, 2011

Almost Gone: One-of-a-Kind Women's Picks

Spot a piece that has your name on it? Snag it before it's too late—each item in this assortment is the only one left of its kind. Check back throughout the day for new styles, from versatile accessories perfect for the workday to dresses and layer-friendly separates you'll live in all season long.

Sale Ended May 14, 2012

Mobile Exclusive: Bohemian Summer Style

Perfect your ethereal, eclectic summer look with boho-chic rompers, dresses, and more

Sale Ended March 01, 2011

Nautical: Get the Look

All aboard! Fashion has long borrowed from sailor's signature crisp style, and this nautical-inspired sale is devoted to just that. Navigate through a vast selection of stripey tops and cardigans, trim shorts and trousers, and precisely-tailored button-downs and blazers.