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BCBGeneration is an offshoot of the famous BCBG by Max Azria design house established in the 1990's, and is headed up by Max Azria's daughter, Joyce. As the L.A.-based creative director, she has built a brand that appeals to the young (and young-at-heart) woman who shows a definite creative approach to her wardrobe selections. She has since 2009 developed a lifestyle approach to fashion. Incorporating quirky patterns, flirty feminine silhouettes and luxurious fabrics, she caters to the wide-ranging interests of women in the new millenia. BCBGeneration appeals to the most discerning of fashionistas, including tough/tender looks and contemporary/retro looks in their array of fabulous fashions. The corporate culture embodies a family feel with a genuine love of fun as a springboard for innovative designs.
Fun-loving lingerie (bras and panties) and sleep separates by BCBGeneration are arriving continuously at HerRoom.com, and we're sure you'll fall in love with both the look and comfort in this fantastic collection. Check back frequently to find your favorites!
Welcome to HerRoom, the world’s premier online lingerie authority. Founded by Tomima Edmark in 1998, HerRoom has grown from bras and panties to include swimwear, sleepwear, and beyond. We offer over 250 brands, from classic brands you love like Wacoal, Chantelle, and Vanity Fair, to some you may not have heard of—Fantasie, Prima Donna, Elomi—but are sure to love. We work hard to provide you with as much information as possible, including extensive fit information, measured drawings of each bra, and honest customer reviews. Whether you’re a 28A or a 58J, we’re confident you’ll find something you love at HerRoom!