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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.

New Sales Featuring BCBGeneration

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Past Sales Featuring BCBGeneration

Sale Ended October 24, 2016

The Wedding Event: Bachelorette Looks

The countdown is on—celebrate with your girls in these perfect ensembles

Sale Ended November 17, 2016

Our Favorite Furs

It’s the glam way to beat the cold

Sale Ended January 03, 2017

Last Chance: Extra 50% Off Apparel

Sharp pieces you’ll want to wear well into the season

Sale Ended April 17, 2017

New Markdowns for Her

Incredible deals you don’t want to miss

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