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"Bon chic, bon genre" — BCBG is a true embodiment of European couture and American sophistication! It was founded in 1989, and CEO and founder Max Azria launched the BCBGMAXAZRIA brand in America in 1996 and has since been hailed as a premier fashion house creating contemporary dresses with the most luxurious fabrics. BCBG was a pioneer in democratizing fashion, in retail as well as on the runway, showcasing feminine and sexy dresses with urban sensibility. In the world of fashion, BCBGMAXAZRIA is a celebrated fashion brand with women across all ages for its eclectic and aesthetic dresses and styles!