In 1989 Tunisian fashion designer Max Azria launched BCBGMAXAZRIA, short for 'Bon Chic Bon Genre' meaning 'good style, good attitude.' Featuring easy-to-wear separates and stunning occasiondresses with a dramatic edge, the designs were created with the contemporary-cool girl in mind, to mix and match the pieces to her own personal style. In 2008, Azria launched a young, contemporary brand, BCBGeneration, naming his daughter, Joyce Azria creative director shortly after. The brand's mission is to mirror the personalities of the women who wear the line; a contemporary and feminine aesthetic is contrasted with an urban and tough edge. BCBGeneration's range of quirky and contemporary beachwear features bold colours and vibrant prints with modern cuts for a feminine and fun look. Mix and match tops and trousers or go for a statement all in one.