BCBGMAXAZRIA was named for the Parisian term "Bon chic. Bon genre". Meant to convey the idea that good attitude is the basis of good style. BCBGMAXAZRIA embodies a true combination of European sophistication and American spirit. BCBGMAXAZRIA is a brand, an aesthetic and the realization of a dream. Inspired by the evolving landscape of culture, art and design.