Named for the French phrase “bon chic, bon genre,” a Parisian slang meaning “good style, good attitude,” BCBGMAXAZRIA combines European sophistication with an American sensibility. BCBGMAXAZRIA embodies a vision of global style and attitude. We are a brand that represents the lifestyle of today’s dynamic woman. BCBGMAXAZRIA isn’t just a company—it’s a philosophy, an attitude and the realization of a dream. We are a brand that doesn’t follow trends; we embody style. Our mission is the inspire women to be inspirational; to feel beautiful, confident and empowered. Ask our customers what they were wearing during the most influential moments of their lives… the answer will be BCBGMAXAZRIA. From effortless styles to must-have accessories, visit our store to shop our most covetable looks of the season. Now Open: A new, expanded store in the south expansion.