Classic BCBG Modern Elegance with L.A. Style OUR HERITAGE: Founded in Paris in 1989, BCBGMAXAZRIA was named for the popular French expression "Bon Chic, Bon Genre" - meant to convey the idea that "A Good Attitude is The Basis of Good Style". Shortly after, the brand moved to Los Angeles, where it redefined the designer market by offering European Standards of Quality and Compelling Luxury at Contemporary Price Points. Classic BRAND VISION: We aspire to Infuse West Coast Attitude into our Distinctly European Design Sensibility and Aesthetic Foundation. DESIGN PHILOSOPHY: We aim to Capture the Best Moments in Fashion and Make Them Wearable - For Every Woman, at Any Time. Guided by a Quality Sensibility that Reflects Our Strong European Heritage, BCBGMAXAZRIA is A Design-Driven Brand that Emphasizes the Creative Process. We Explore the Tensions Between Contrasts to Create Diverse, Dimensional Collections that Build Upon Each Other and Tell Compelling Stories. We Create with Integrity and Consistency, Taking Of-The-Moment Trends and Romantic Ideas, and Translating them into Elevated, Modern Pieces.