BCBGeneration's fearless leader, Joyce Azria, is one of the coolest women in LA - if not the planet. As the daughter of BCBG founder Max Azria, she definitely knows a thing or two about fashion (okay, like everything about fashion.) 

Since 2009, she has created a brand that appeals to every "it" girl. Whether you have a sportier look, maybe hipster, or even preppy, Joyce knows what women want - and it's BCBGeneration.

BCBGeneration don't just sell clothes, they offer a lifestyle. In other words: BCBGeneration don't follow trends, they create them. 

A perfect blend of femininity and toughness, both contemporary and timeless. Between the quirky prints, flirty silhouettes and luxe fabrics, Generation has something for even the pickiest fashionista.