If city chic could have a representative brand, BCBG would be it. An important player at New York Fashion Week, BCBG Max Azria knows just how to make your wardrobe into the best version of itself.

BCBG stands for the Parisian slang “bon chic, bon genre”, which means “good style, good attitude.” Despite these French overtones, this label was born in Los Angeles with Max Azria and his babydoll dresses. Also the brains behind Herve Leger, Max Azria and his wife Lubov, are some of the fashion world’s most important figures.

European sophistication and American spirit combine in this label, which was founded in 1989. By selling dresses and sportswear at prices that were more reasonable than his contemporaries, Azria helped to democratise fashion.

His approach to design is one that introduces his customers to a new way of dressing while catering exactly to what they want. Through his skirts, dresses and other beautiful separates, Max Azria is a stylist as well as a designer.

Twenty-five years since the launch of his company, and the BCBG group has enjoyed its own exhibition in Los Angeles.

Own a slice of fashion history when you shop BCBG Outlet at BrandAlley.

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