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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

Shop 2 New Sales

Past Sales Featuring BCBGeneration

Sale Ended July 31, 2017

SoCal Style: Rompers & More

Play up your cool aesthetic in laid-back apparel fit for the sun

Sale Ended September 01, 2017

Season Finale: Tops

Don’t let the sun set on the season’s best silhouettes

Sale Ended October 17, 2017

Maximal Mix

Pile on the textures, because more is more

Sale Ended July 22, 2017

Under $75: Summer Dresses

Look stylish in vibrant-hued tunics, shirt dresses, and more

Sale Ended October 25, 2016

Extra 30% Off: Dresses

Refresh your wardrobe with our chicest styles

Sale Ended July 31, 2017


Relaxed silhouettes and perfect summer pieces for work and play

Sale Ended October 16, 2017

Fall Bohemian Style

Carefree silhouettes and romantic details for a retro-chic vibe

Sale Ended October 13, 2017

New Arrivals: For Her

Cutting-edge picks to elevate your wardrobe

More Styles by BCBGeneration