New York Magazine

Skip to content, or skip to search.

Skip to content, or skip to search.

Home > Shopping > BCBG Max Azria

BCBG Max Azria

168 Fifth Ave., New York, NY 10010 40.74071 -73.990226
nr. 22nd St.  See Map | Subway Directions Hopstop Popup
212-989-7307 Send to Phone

  • Reader Rating:

    6 out of 10


    1 Reviews | Write a Review

  • Price Range: ($$) Mid-Range
  • Type: Boutique
  • Products & Services: Handbags, Swimwear, Women's Formalwear, Women's Shoes, Womenswear

Share this listing

Official Website


Mon-Fri, 10am-9pm; Sat, 10am-8pm; Sun, 11am-7pm

Nearby Subway Stops

N, R at 23rd St.; 6 at 23rd St.; F, M at 23rd St.

Payment Methods

American Express, Diners Club, Discover, MasterCard, Visa

Product Guide


  • Handbags
  • Women's Shoes


  • Swimwear
  • Women's Formalwear
  • Womenswear


BCBG stands for the French phrase, "bon chic, bon genre," meaning, "good style, good attitude." At designer Max Azria's Soho store, you'll find style and attitude to spare. Stocking sexy chiffon dresses, curve-hugging blazers, tempting shoes and fashionable handbags, BCBG's boutique is prime shopping turf for social butterflies and stunning barflies alike. Smooth cement floors, warm yellow lighting and walls painted in deep red—not to mention the soft techno piped into the dressing rooms—make the space feel more like a club or a hot new restaurant than a retail outpost. Look for slinky evening gowns and cocktail dresses in a slew of colors on the second floor; handbags and shoes sit on shelves in back of the first floor, and blouses, blazers, and knits hang from low racks that line the walls. Items from Max Azria's runway collection are displayed on the first floor. Azria's popular bridal wear isn't available here, but daughter Joyce's colorful line of BCBG swimwear is on hand during the spring and summer.


Brides can choose from several styles, including the Libby ($168), a timeless satin sling-back with a peep-toe, in champagne or black, and the Shannon ($198), a sleek satin open-toe platform pump with a woven detail at the vamp, in ivory, champagne, or black.