The BCBG fashion empire started with its version of the baby doll dress in 1989. Today the BCBG line (named for the French phrase bon chic, bon genre — Parisian slang meaning good style, good attitude) combines European sophistication and American spirit. The collection boasts nearly 4,000 new styles per year, and is available in more than 148 stores worldwide. Designer Max Azria continues to expand his horizons, having recently launched bridalwear, denim, fragrance, beauty and BCBGirls footwear collections.

BCBG in the UK

Fashion label, BCBG Max Azria will soon be sold at Harvey Nichols. Offering hip, colourful day and evening wear, the brand was founded by Frenchman Max Azria in 1989 and is a hit in the US . With shops on stellar locations like New York 's Madison Avenue and the rue Saint Honoré in Paris , BCBG can be counted among one of the industry's hot labels. It has global annual sales of £218 million, and over 100 stores in the US as well as various concessions.

“BCBG will be a change for the UK market,” said director Sebastian Auscher. “It will have more colour and more fashion than the competition.” The label will be available in Harvey Nichols London, Leeds , Manchester and Edinburgh in early September.

July 2005