About BCBG
BCBG Shop: Bon Chic Bon Genre
Max Azria founded BCBGMAXAZRIA in 1989 with a clear idea: create beautiful dresses for women drawn to modern, polished style.
The name honors the French expression Bon Chic, Bon Genre, a spirit of good style and confident attitude that continues through BCBG dresses, gowns, clothing, shoes and handbags.
Shop the BCBG Shop Edit
Shop BCBG Dresses
Explore cocktail dress, black dress, white dress, maxi dress and formal dress moments with a refined BCBG point of view.
Shop BCBG Clothing
Browse BCBG clothing across tops, pants, jumpsuit styles, blazer looks, jackets, coats and sweater layers.
The BCBG Shop Story
From dress-first beginnings to a wider world of apparel and accessories, the BCBG Shop story is shaped by occasion style, ready-to-wear polish and statement pieces made to complete the look.
1989 – 1994
BCBGMAXAZRIA begins in Los Angeles with Max Azria’s dress-driven vision, then grows from its first headquarters into freestanding stores.
The foundation is simple and lasting: polished dresses, a modern attitude and pieces created for women building a complete wardrobe.
1995 – 1996
The brand expands into BCBG shoes and footwear, then brings its women’s collection to New York Fashion Week.
Heels, sandals, boots and occasion dressing become part of a broader BCBG wardrobe story.
1999 – 2002
BCBG handbags, bags and small leather goods join the assortment, followed by eveningwear for formal dressing.
BCBG gowns, formal dresses and evening gowns bring the brand’s polished approach into black tie and special-occasion moments.
2004 – 2007
Signature handbags, outerwear and optical expand the edit while BCBG.com becomes an ecommerce destination.
Shoppers can discover BCBG jacket, coat, blazer and accessory-inspired styling alongside dresses and ready-to-wear pieces.
Today
Today, the BCBG Shop edit brings together dresses, gowns, clothing, shoes, handbags, purses, jackets, coats, tops, pants and jumpsuits.
For value-minded browsing, shoppers can look for Sale, outlet and clearance paths, plus discount deals, coupon code searches and 70% off value messages when available.
Shop the Edit, Find the Moment
Whether the search starts with a BCBG dress sale, BCBG outlet find, cocktail dress, little black dress, tote bag, heels, booties or a standout gown, BCBG Shop keeps the focus on polished style, clear categories and curated ways to explore new arrivals, featured pieces and value-focused deals.
Shop BCBG Sale
