Designer creates BCBGeneration out of two more youth-oriented lines

BCBG Max Azria is combining its BCBGirls and To the Max lines to create one lower-priced line starting this season.

A capsule collection will be unveiled next week with a full collection to follow at WWDMAGIC in February. Prices will average around $88, almost half of the average price of a BCBG Max Azria contemporary piece.

“With BCBGeneration, I look forward to offering an underserved consumer, regardless of age, superior fashion at competitive prices,” Max Azria told WWD.

-to-wear, dresses and outerwear, as well as footwear, handbags, small leather goods, belts and watches will be available at Bloomingdale’s, Macy’s, Dillard’s, and specialty boutiques for fall 2008.

[Source: WWD]