BCBGeneration bridges the gap between aspiration and imitation. Positioned between fast fashion and contemporary influences, it’s a full lifestyle offering for a modern, fashion-forward girl.

Our design mantra combines European sophistication and American cool for looks that are effortlessly sleek and cutting edge chic. BCBGeneration outfits the needs of a young contemporary shopper who is ready to take on anything.

The “GenGirl” is a combination of the girl next door, the city chic fashionista, and the trend curator. She is smart, she is ambitious, and she is connected. Being plugged into all of today’s social platforms is her style. She is a fashion lover, a risk taker, and is not afraid to speak her mind. BCBGeneration is not only her favorite brand, but it’s one that always stays true to her; and that’s why she calls “Gen” her BFF.


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