Isn’t She Lovely Store wants to give you the inside scoop of one of our favorite brands – BCBGeneration.

BCBG is a French acronym for bon chic, bon genre – or good style, good attitude. Designed by Max Azria under the close supervision of wife, Lubova, the urban-urchin label’s got legions of celebrity clients, 475 retail boutiques worldwide, and a slew of offshoots.

BCBGeneration, featured at ISL, was launched in 2008 as the younger sister of BCBG and focuses on a young contemporary lifestyle brand. Joyce Azria, daughter to BCBG creator Max Azria, took on the role of BCBGeneration’s Creative Director in 2009 with the mission to repair what she thought was a common impulse in fashion to knock women, by presenting clothes that inspired and flattered them.

The BCBGeneration collection is well-known for its dresses and mix-and-match separates. Youthful but not cutesy, easy-to-wear, and with a bit of an edge. The collection has expanded to include shoes, cosmetics, and handbags, all of which stay true to the BCBG vision.

Meet BCBGeneration’s Creative Director – Joyce Azria

ISL has chosen to represent the BCBGeneration because just like BCBG, the ISL women is beautiful inside and out, and allows their sense of style to reflect their personality. ISL focuses on showing off clothing that inspires and flatters every woman.

Here are some of ISL’s favorite BCBGeneration styles that can be purchased at www.isntshelovelystore.com:

BCBGeneration Patterned Dress

BCBGeneration Draped Back Top

Share with us why you love the BCBGeneration brand and how it represents your style!

BCBGeneration Open Back Dress

BCBGeneration Regina Convertible Tote