Looks still available

See All BCBGeneration Products

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 February 16, 2017

Monochrome Magic

In this case, style should definitely be black and white

Sale Ended February 17, 2017

Wear It There: The Interview

Refined office picks that’ll guarantee you get a call back

Sale Ended August 07, 2016

Easy, Breezy, Casual Style

Relaxed silhouettes and sophisticated details make off-duty dressing a cinch

Sale Ended November 28, 2016

Starting at $29: Sweaters

Pullovers, cardigans, and more to get you ready for layering season

More Styles by BCBGeneration