DRESSING UP MACY’S: BCBGeneration is giving a makeover to Macy’s dress department with an exclusive program targeting the Millennial shopper. Launching in March with 26 pieces retailing from $98 to $188, the line-up of day, cocktail and evening numbers is hitting 75 of the department store’s doors nationwide. For the Vernon, Calif.-based young contemporary offshoot of BCBG Max Azria Group, the frocks form an integral part of its growth plans, which include surpassing a $200 million sales target this year. “I have a special attachment to dresses because I wear them everyday,” said BCBGeneration creative director Joyce Azria.
Still, she is open to bending the rules in the dress section, like offering palazzo pants and rompers as alternatives to floor-grazing gowns and minidresses.What she doesn’t waiver on is the brand’s femininity, expressed through grosgrain ribbons, mesh polka dots, tulle, lace and floral prints in pastel hues. “Our Gen girl always wants to be romantic,” she said.