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. BCBGMAXAZRIA is BCBG’s signature line of wardrobe essentials, including dresses and separates, watches and jewelry, shoes, sunglasses, and handbags. About those dresses: BCBGMAXAZRIA offers every style a woman could ever want, from strapless evening gowns and lace cocktail frocks to pleated dresses and tunics perfect for the office. For gals with a few extra dollars to spend, the BCBGMAXAZRIA Runway collection features couture looks that incorporate fur, leather, and other luxe materials. BCBGMAXAZRIA is just one part of BCBG’s expansive empire, which also includes BCBG, BCBGeneration and collections of men’s suits, cosmetics, and fragrances.