REINTERPRETING
THE AFFIRMATION
“ TH E G RE AT T H I N G A B O U T FAS H ION I S T H AT I T A LWAYS LOO KS FO RWA R D.” And that’s where I’m going. Forward. My pumps are five steps ahead of yours, paving the way to adventure. I’m an explorer, a trendsetter, and a visionary. An artist. Life is my medium; fashion is my paintbrush. Ask me if I’ll pull it off, and I’ll tell you how. I am an irreplaceable expression of my culture, my quirks, and my ambitions.
MY PU RPOS E I N T H I S WORLD IS TO I N S P I R E P E O P L E A ND TO MA KE N OI SE I N T H E P R O CESS .
— A GEN GIRL
GEN G IRL’S WORL D You can find her on the sandy shores of Venice Beach to the bustling streets of Manhattan’s Upper East Side. She might be at a local coffee shop, sipping an Americano as her mint-colored nails flip through the latest issue of a fashionista’s bible: Vogue. An optimist who turns heads and takes names because she’s beautiful inside and out, she’s bright and ready to change the world.
CALIFORNIA DREAMIN’ BCBGeneration is headquartered in Los Angeles.
C REATIV E DIRECTIO N BCBGeneration wouldn’t be what it is today without Joyce Azria, the brand’s creative director. The daughter of fashion mogul Max Azria, Joyce brings an exuberant and friendly attitude to the company. Initially designing for BCBG’s swimwear line, she found her home at Gen with hopes of inspiring and empowering young women to become the power women they are destined to be.
HER M USE S “ I R UN M Y WO R L D.” — BEYONCÉ Whether it’s melting the hearts of thousands of fans on stage or it’s being a good role model for girls around the globe, BCBGeneration looks to power women that have achieved great things and looked good while doing them. Amongst a Generation Girl’s muses are the Queen Bey herself, teenage phenom Lorde, the intelligent and intrinsically beautiful Emma Watson, and many other stylish stars like Fifth Harmony, Jamie Chung, and Cara Delevingne. Each one has influenced the world with their groundbreaking and unconventional trends and attitudes.
A N N A H E C H T, 2 1
HOMETOWN Roanoke, IL INTERESTS Writing, traveling, fashion, politics, coffee, photography, design, physical activity WHERE SHE’S WORKED Fitness Magazine InStyle Magazine People StyleWatch Magazine
PERSONAL STYLE Unpredictable. One day I am in soft flowing pants and sneakers and the next day I am in jeans and boots. Always lots of jewelry, enjoy adding my own spin on trends ASPIRATIONS I plan on working at a magazine in New York City. STYLE INSIGHT BCBG lines always emulate the smart, stylish, risk-taker fashion that I also try to create in my own day-to-day looks.
LA VIE BOHEME MINI BUCKET BAG, my favorite Gen item
ARIE L H E N D E R S O N, 2 2
HOMETOWN Oklahoma City, OK INTERESTS My passion is definitely making people feel beautiful in what they wear. As an apparel design major, I get to make clothes that transform a woman into a confident, charismatic person. WHERE SHE’S WORKED Self-appointed custom evening wear and wedding gown designer BCBG Max Azria Group
ON HER PLAYLIST I am obsessed with this new (dub step, new age) artist, Faux Tales.
PERSONAL STYLE Beaded. I love anything beaded. Beading adds incredible detail and unique craftsmanship to any piece of clothing. Currently, I have an obsession with Jenny Packham. ASPIRATIONS I plan on opening my own bridal boutique. I love being able to create a dress which makes the wearer feel as beautiful as she possibly can. STYLE INSIGHT I care about how I appear on a daily basis. For me, anyone can be a future client...I’m dressed to the nines when I walk out my door. FAVORITE GEN ITEM My “Inspire” affirmation bracelet
K AT E W U, 2 1
HOMETOWN Chicago, IL INTERESTS Piano playing, singing, baking, running, jazz, interior decorating WHAT SHE DOES Nurse technician at Advocate Lutheran General Hospital (Chicago, IL)
FAVORITE GEN ITEM Lace minidress “It’s flattering but not too seductive.”
PERSONAL STYLE I like dressing classy. Anything with bold colors or black and white patterns would be my kind of style. In the fall, I like to throw on a leather jacket and a bold colored scarf. I also like to wear sheer and lace. BCBG has some classy selections. ON HER PLAYLIST Michael Bublé, relaxing jazz music, Katy Perry, Sara Bareilles, Chopin
A FAM I LY A F FA I R Generation’s fashion roots run strong and deep. Max Azria founded BCBG in 1989 with the quest to design the perfect dress. Fast forward 25 years, and BCBG Max Azria Group has taken the world by storm, with successful brands such as BCBGeneration and Hervé Léger. Max’s wife, Lubov, serves as CCO for the brand.
THE AZRIA FAMILY LEGACY The BCBGx25 Retrospective at Vernon, CA (headquarters). The exhibition includes a detailing milestones of the three main brands under Max Azria Group. LEFT> The BC RIGHT> The floor of the exhibition’s entrance with the company’s mission.
a comprehensive timeline CBGeneration corner.
ESTABLISHED 2008 WORN BY Young trendsetters, ages 18-35 High end | $ $ $ $ $ Celebrities such as Demi Lovato, Sydney Sierota, Hayley Williams COMPETITORS Asos, Brandy Melville, H&M, J. Crew, Madewell, Nasty Gal, Rachel Roy, Tobi, Urban Outfitters
PARTNERSHIPS Bloomingdale’s, Eva NYC, Lord and Taylor, NYLON magazine, Pravana, Refinery29, Too Faced
B E ST D RE SSE D Generation sells ready-to-wear apparel that’s unique and stylish. A Gen Girl is the first to wear and spot the trends that others will follow. From energetic prints to timeless classics, Generation has something for the hardest rocker to the sweetest girly girl.
PRODUCTS
Dresses Tops Outerwear Sweaters Skirts Pants Jumpsuits
Rompers Shoes Jewelry Intimates Bags Scarves Gloves Hats
THE “IT” DRESS BCBG was founded on the mission to create the perfect dress. Naturally, Generation dresses posses unique silhouettes and unconventional details that are worn by stylish artists such as Selena Gomez and Nicki Minaj.
HEAD-TURNING HEELS Marilyn Monroe once said, “Give a girl the right shoes, and she can conquer the world.” Generation’s heels don’t disappoint. Just ask DJ Lindsay Luv, who is one step closer to world domination thanks to these hot steppers.
AFFIRMATION BRACELETS A Gen Girl won’t be caught dead without them. This signature arm candy comes with reaffirming statements that are Generation mantras. They’re featured on fashion blogs like Poor Little It Girl and on the wrists of celebrities like Cher Lloyd.
PERFECT PRINTS The fashion industry is full of prints. Amidst the bad, ugly, and the boring, Generation’s one-ofa-kind prints are on point — like actress Jamie Chung’s.
A F F I N I T Y FO R OP T I M I SM Generation seeks to empower its customers with mantras, #genquotes, and life philosophies. Her beautiful clothes should match her beautiful soul and character. From random sticky notes on the bathroom mirror to framed, insightful, and positive statements, the optimism is evident all around BCBG’s corporate office. Via social media outlets like Instagram and Tumblr, Generation exudes passion, individuality, and wisdom. She needs a bracelet to match.
WORDS OF WISDOM From empowering greeting card freebies to random sticky notes of kindness posted at headquarters, #genquotes are an essential counterpart to the brand.
AFF I RM AT I O N BRAC EL E T Generation Girls make statements. The Affirmation Bracelet is a channel for Gen Girls to wear their thoughts on their wrists, thus inspiring and influencing the world around them. From customizable letters, symbols, and bands, to iconic words, the bracelet is bold and positive, just like its owner.
#INSTALOVE Affirmations are frequently spotted on social media.
C ASE ST UD I ES BCBG has spread the positivity by creating other products similar to the affirmation that seek to inspire and enable young women who want to make the world a better place.
GOOD VIBES ONLY Perfume and bags used as promotional items for Generation partnerships such as with NYLON magazine
GREEN GIVEAWAYS Succulent plants with inspiring statements handed out to Generation employees at headquarters
#SHOEOBSESSED Promotional items used for BCBGeneration x Lord & Taylor 5th Avenue in New York, in celebration of its new shoe floor
THE CO N C EP T Presenting the reinterpreted affirmation (in bag form), filled with inspiration and designed with the exciting life of a Generation Girl in mind.
CUSTOMIZABLE Choose the bag, and choose the phrase that goes with it GIFTABLE Mini-takeaways that bring a smile to your friends’ faces PERFECTLY PROPORTIONED A small pouch that houses Gen Girl’s go-to essentials A MIXED BAG Fun fresh prints to sweet and simple, a bag for everyone
TY PE & DE SI G N I D EAT I O N
FORM ST UD I E S To find the bag’s perfect size, the space inside three ideal dimensions was measured with common items a girl might store in her bag.
7 X 7 INCHES Fits a pen, tampons, a smartphone, lip gloss, and a glasses case. To bulky to be considered a “small” bag.
5 X 5 INCHES Fits a feminine pad, lipstick, and a business card. Not too bulky, but more space for things could be convenient.
5 X 7 INCHES Fits a pack of gum, a couple of tissues, lipstick, mascara, and a pen. Fits the perfect amount of essentials.
ON E OF T HE SA ME ATTENTION TO DETAIL
METAL ACCENTS
WISE WORDS
UNIQUE PATTERNS
CUSTO M I Z E IT
passion
passion
Choose your power statement and choose the fabric you want to go with it. Place your order online.
MAKING IT These bags are fabricated from a broad variety of premium grade fabrics, durable metal zippers, and colorful embroidery floss.
PRODUCTION CYCLE Choose fabrics Make/measure patterns Construct (secure zipper) Embroidering, detailing
A BO N C HI C SUM M E R Eunie Kim is a senior majoring in Industrial Design at the University of Illinois at Urbana-Champaign. She’s an aspiring designer who loves fashion and pop culture. This past summer, she interned with BCBG’s Creative Services department.
All images courtesy of BCBGeneration.com, @bcbgeneration on Instagram, thegenerationnation.tumblr.com, or taken by Eunie Kim. Page 5, BeyoncĂŠ image (iam.beyonce.com) Page 9-11, images courtesy of Anna, Ariel, and Kate Page 10, Faux Tales image (fauxtales.com) Page 11, Katy Perry image (estar.sk), Sara Bareilles (stltoday.com) Page 12, Azria image (thefashioninformer.typepad.com)