Exclusive online retailer in the UK!!! BCBG, a French acronym for ‘Bon Chic, Bon Genre’, meaning ‘Good Style, Good Attitude’ was the brainchild of world-renowned French designer Max Azria. After moving to the United States after years of success in his hometown of Paris, BCBG was born. It is described as ‘a true combination of European sophistication and American spirit’. With a fabulous range of dresses, shirts, cardigans and casualwear, BCBG has a huge celebrity following, and as the brand continues to grow, we look forward to offering you some of the best from the collection of BCBG Maz Azria dresses, shirts & more.