Named for the Parisian slang term bon chic bon genre, meaning “good style, good attitude,” BCBGMAXAZRIA embodies a true combination of European sophistication and American spirit. BCBGMAXAZRIA is a brand, an aesthetic and the realization of a dream. Inspired by the evolving landscape of culture, art and design, we bring global style and attitude within the reach of every woman. We know that confidence makes a woman look and feel her best, and in our clothes, she can conquer the world.