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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, 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!