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New York Cool - Fashion

BCBG Max Azria
Mercedes Benz Fashion Week
Fall 2009
The Tents at Bryant Park
February 13, 2009

Written by Wendy R. Williams
Photographed by
Katherin Wermke


BCBG stands for the French phrase, "bon chic, bon genre," meaning, "good style, good attitude."

And for fall of 2009, Max Azria has decided that women will wear dresses, slouchy, beautifully draped dresses with asymmetrical necklines. And in a salute to the power seventies, Azria has heralded the return of the much missed shoulder pad which had been run out of town in the eighties after Sue Ewing (Dallas) insisted on feeding them steroids.

The dresses were paired with silver and gold metallic tights giving a starkly futuristic look to the line.

Of particular note in the line was a dark green velvet column of a dress which featured a cowl neckline and a raised waist. It is simple; it was beautiful.

Here is a quote from the BCBG Max Azria web site: "2009 marks the 20th anniversary of BCBGMAXAZRIA, a company that started with a single dream – to make women look and feel beautiful. Over the years, we have come to embody the timeless spirit and chic sensibility that is shared by our employees, our partners and our customers. To us, this is the definition of true success."

BCBG Max Azria has several New York stores, including their flagship store on Fifth Avenue:

168 5th Ave (212) 989-7307
2003 Broadway (212) 496-1853?
1290 3rd Avenue btwn 74th & 75th (212) 991-2056?








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