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
Color Splash: Bright Dresses & More‘Tis the season for color — and lots of it. Punch up your wardrobe with these ultra-bright additions, from trendsetting brands like Walter, Black Halo, and Dolce Vita. Take your pick of flirty dresses, casual tees, and button-down tops saturated in lime greens, hot pinks, poppy reds, and royal blues, plus a full spectrum of tie-dye washes, graphic stripes, and brilliant floral prints.
Vintage-Inspired Spring StyleThere’s something about the long sunny days (and breezy nights) of spring that puts us in the mood for the relaxed, romantic styles of the past. Bring the best of vintage to a modern place with this assortment: You’ll find everything from silk floral tunics and wrap dresses to embroidered lace tops and perfectly distressed denim cut-offs — for a classic Americana look.
Bold Basics: Dresses, Tops & MoreBoring basics? Think again. Shop our go-to looks, punched up with plenty of spirited patterns and eye-catching brights. You’ll find striped silk shirtdresses, embellished tunics, flowing chiffon button-downs, and more, plus a crop of ready-to-mix neutral separates to round out your wardrobe.
Day-to-Night DressesIf your weekdays are jam-packed — with zero time to change before your post-work plans — you’ll need a dress that works for both day and night. These sleek LBDs, bodycon sheaths, and classic shirtdresses will do the trick when paired with blazers and cardigans for 9-to-5, and when it's time to leave the office, just ditch the extra layers, add a pair of sparkly earrings and strappy sandals, and you’re off!
The Ultimate Dress Shop: Spring PrintsIndulge your inner style chameleon with a spring print that's as versatile as it is chic. Whether you go bold in bright florals or subtly sophisticated with classic stripes, a patterned dress lends itself to endless possibilities — take your look to a traditionally feminine place (just add heels!) or go downtown-cool, courtesy of black leather accents. Get inspired by more of my style tips, then shop the sale below to find your own perfect spring print.
—TRACEY LOMRANTZ LESTER, Editorial Director