By  on February 13, 2008

Max Azria wants to cultivate youthful customers.

On Tuesday, BCBG Max Azria Group launched its young contemporary line, BCBGeneration, at WWDMAGIC in Las Vegas. "This is for the 20- to 30-year-old who is not yet ready for my contemporary or designer lines," Azria said of the line, which offers the same style as his two higher-end lines with more casual options and a gentler price point. Wholesale prices range from $18 to $39 for tops, $48 to $58 for pants, $58 to $148 for jackets, $48 to $78 for dresses and $17 to $103 for bags and small leather goods.

The line consists of two collections:

Casual and City, both offering options ranging from dormwear to denim, and softly tailored work clothes to clubwear.

Photos by Donato Sardella

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