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BCBGMAXAZRIA to launch intimate collection
Feb '13
BCBGeneration will be launching an intimate’s collection for fall 2013 that will be sold at retail globally as well as through BCBGeneration stores. The launch of this new product category is following a new licensing agreement between BCBGMAXAZRIAGROUP and Trimera Group, who is an existing licensee of swimwear for both BCBGMAXAZRIA and BCBGeneration. BCBGeneration intimates will include underwear and loungewear that reflect the DNA of the BCBGeneration brand – a perfect blend of femininity with an edge.

With colors, prints and attitude heavily influenced from the BCBGeneration ready-to-wear line, the underwear collection includes a variety of fabrications that range from super lightweight with soft hand, sporty lace, allover jacquards and fashion driven color blocking. Special detailing includes signature hardware, logo treatments, with products in both cut and sew and seamless technologies.

Loungewears pieces include lightweight french terry, micro-modal spandex and cotton stretch. Both collections are built on key items and separates that can be mixed and matched.

The BCBGeneration intimates collection will be previewed at WWD MAGIC in February 19-21, 2013, being presented alongside the ready-to-wear collection in the BCBGeneration booth. The line will deliver in store September 2013 for fall 2013 and will be distributed through specialty, department stores and in BCBGeneration stores, which includes 150 doors in four countries.

“I am so thrilled to be partnering with Trimera Group on this amazing new adventure. Their corporate infrastructure and readiness to aggressively enter the world of intimates is unbelievably exciting for our brand. I believe BCBGeneration’s spirited DNA is just what the industry needs to shake up the world of intimates,” said Joyce Azria, Chief Creative Officer of BCBGeneration.

Yarden Gagnon, VP of Design for Trimera Group's BCBGeneration categories said, "I loved working with the BCBGeneration team on this launch. They have a very strong vision, which led us to push the envelope and introduce innovative product while maintaining the brand DNA. This has been a challenge and I know we are all happy with the results. Most importantly, we are offering the BCBGeneration consumer what she wants - good value and on-brand fashion with versatility."

About BCBG Max Azria Group

BCBG Max Azria Group designs, develops, produces and markets complete collections of women’s ready-to-wear and accessories, each known for being at the forefront of creativity, quality and style. The Group is one of the worldwide leaders in ready-to-wear, encompassing a portfolio of over 20 brands, including BCBGMAXAZRIA, Max Azria, Herve Leger by Max Azria and BCBGeneration, among others, and a retail and wholesale network that includes more than 13,500 points of sale throughout the world. 

BCBG Max Azria Group

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