A French acronym for bon chic, bon genre, slang for “good style, good attitude,” BCBG Max Azria has been lauded as a retail phenomenon. Recognised for its contemporary and affordable wares, BCBG offers youthful and feminine looks that successfully “make women feel pretty.” Floral motifs, reinvented classics, graphic color blocking and asymmetric dresses, the label's refreshing ready-to-wear collections have been feverishly snapped up for over 20 years. Creatively lead by the Azrias, Max and Lubov, the brand's identity is urban with a sweet aesthetic. Look for biker jackets, tunics, maxis, jumpsuits, skinny jeans, handbags, rings, fur-trimmed bombers, knitwear and toggle coats.