BCBGMAXAZRIA Always on the forefront of fashion, BCBGMAXAZRIA is the premier lifestyle brand for the dynamic woman. Fusing creativity, accessibility, desirability and wearability, BCBGMAXAZRIA occupies a unique position in the American fashion marketplace, offering sophisticated, confident designs that take customers from work to the weekend in style. BCBGeneration BCBGeneration bridges the gap between aspiration and imitation. Positioned between fast fashion and contemporary influences, it’s a full lifestyle offering for a modern, fashion-forward girl.