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 luxury at contemporary price points.
In 2008, BCBGeneration was created as a young contemporary collection. In addition to serving a wide market across the United States, BCBG group has a significant presence in South America, the Middle East, and Asia. The brands seasonal collections are also sold in specialty stores and over 300 in-store shops in major department stores.