The Young Contemporary Lines
Vernon, Calif.–based BCBG Max Azria Group—maker of women’s ready-to-wear, evening and bridesmaid dresses, denim, eyewear, swimwear, footwear, accessories and fragrances—announced the launch of BCBGirls ready-to-wear, a young contemporary line of clothing, footwear and handbags. The company is also relaunching To The Max, another young contemporary line.
The two collections share the same price points and customer. BCBGirls, however, is a better casual collection as opposed to To The Max, which offers sophisticated, career-driven separates.
BCBGirls is in the same vein as BCBG’s signature collection, which offers high-end dresses and sportswear at contemporary price points, Azria said. The new line, geared toward women between the ages of 20 and 40, features silhouettes such as slim-cut cropped tweed pants, pleated skirts, crochet sweaters and military-inspired denim jackets. Retail price points will range from $43 for a basic knit to $153 for a novelty jacket.
To The Max, for women between the ages of 20 and 40, offers updated, career-oriented looks, including fashion-forward cropped woolen capelets, two-piece jersey tops, and silk chiffon and charmeuse dresses. Retail price points range from $42 for knit shirts to $128 for novelty jackets.
“I founded BCBG Max Azria in 1989 with the guiding principle of offering women designer clothing at affordable price points,” Azria said. “With BCBGirls and To The Max, my goal is to give an underserved consumer superior fashion at competitive prices.”
Both lines debuted last month in 465 stores nationwide, including Marshall Fields, Macy’s, Burdines and Nordstorm.
—Claudia Figueroa
