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Talkin’ ‘Bout BCBGeneration

Max Azria wants to cultivate youthful customers.

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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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