Designer creates BCBGeneration out of two more youth-oriented lines

BCBG Max Azria is combining its BCBGirls and To the Max lines to create one lower-priced line starting this season. A capsule collection will be unveiled next week with a full collection to follow at WWDMAGIC in February. Prices will average around $88, almost half of the average price of a BCBG Max Azria contemporary piece. "With BCBGeneration, I look forward to offering an underserved consumer, regardless of age, superior fashion at competitive prices," Max Azria told WWD.

Ready-to-wear, dresses and outerwear, as well as footwear, handbags, small leather goods, belts and watches will be available at Bloomingdale's, Macy's , Dillard's, and specialty boutiques for fall 2008.

[Source: WWD & SHINY STYLE ]

BCBG designer sunglasses. Fashionable wire-rims from Paris-born Max Azria give you good style and good attitude. Polycarbonate lenses offer 100% UV protection.

BCBG designer handbags soft tan leather satchel designer purse. Extremely soft tan leather with a flap over weighted ring and magnetic snap top closure. Measures approximately 15 W x 5 H with a 5 inch depth. The metal and leather strap measures about 18 inches with a 10 inch drop. Fully lined interior with one zippered pocket and multiple open pockets. A leather BCBGMAXZARIA tag is sewn on the outside and interior of the bag. Guaranteed authentic. Comes with sleeper bag.

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BCBG = bon chic, bon genre

BCBG Max Azria from nymag.com The Label In the last sixteen years, Max Azria has added fifteen brands—including BCBGirls, To The Max, and Hervé Léger, which he acquired in 1999—to his BCBG empire (named by his wife, Lubova, for the French phrase bon chic, bon genre—Parisian slang for “good style, good attitude"). And just this year he showed his first collection under his name alone. Although the “exclusive” new Max Azria Collection is carried in only a small fraction of his 340 worldwide boutiques, its undone linens, ruffled faille, and loosey-goosey shirt dresses received a tepid reception compared to the more familiar (and playful) embroidered linen frocks and slinky silk dresses in the spring 2007 BCBG line. The Look A master of distilling everything cute and wearable in seasonal trends—be it wistful baby-doll dresses in 1989, suede and layered tulle skirts in 2000, or origami-treated pieces in his past two collections—Azria puts out nearly 4,000 styles per year. The Designer Born in Tunisia in 1948, Azria moved to Paris as a teenager to study acting but ended up designing womenswear. Upon moving to the States, he started a concept store called Jess, selling his own affordable French fashions to Hollywood starlets before launching BCBG in 1989, which has expanded into shoes, handbags, sunglasses, swimwear, a line of fragrance, and menswear.