Frenchman Max Azria founded BCBGeneration's mother label, BCBGMAXAZRIA, in 1989, for women who wanted to flaunt their femininity and confidence. BCBGeneration, launched 20 years later, offers a younger diffusion line, under the creative direction of the founder’s daughter, Joyce Azria. Catering to every type of It girl, the label embodies a tough attitude offset by playful prints and innovative cuts.

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