THE NEXT GENERATION Created for free spirits, trendsetters and innovators, BCBGENERATION is a youthful, playful interpretation of the elegance that made BCBGMAXAZRIA famous. We’re a little French, a little Californian and completely global, with our roots on the runway and our eyes on the future. Because now more than ever, there’s no one right way to dress, look, think, act or be. That’s what inspires us most about this generation—we’re throwing out all the rules and redefining style on our own terms.