BCBGMAXAZRIA – Broadway

2003-2005 Broadway

BCBG

What does those letters stand for?

BCBG

Who is the brand for?

These are some of the questions I had when I was working at Lord and Taylor.

Now, I know.

BCBG is an acronym for a french phrase

bon chic, bon genre,” a Parisian slang meaning “good style, good attitude,”

And the brand is directed to all women of all generations.

There is BCBG and under BCBG are brands for girls like BCBG Generation.

And even though MAXAZRIA looks like one word, it is actually a name:

Max Azria.

Max Azria is the french clothing designer and founder of BCBG.

He moved to America with a purpose: to offer hip fashion to American women.

Giving American women the chance to have good style and good attitude…

I always thought we had it already?!