BCBGeneration: The Next Generation of Fashion at UC Irvine

“This is my generation. This is my sex appeal,” a throaty voice sings while images of a model in a snug tan sweater and a tiny skirt fastened from top to bottom with silver buttons flash across my laptop’s screen. It’s clear within the first few minutes of this video that this isn’t promoting your usual clothing brand. This is BCBGeneration, a brand-new line that’s the hipper, younger sister to Max Azria’s well-known BCBGMAXAZRIA label. BCBG, an acronym for the French slang saying, “bon chic, bon genre,” (“good style, good attitude” in English), was founded in 1989 by Max Azria and is currently based in Vernon, CA.

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