Max Azria went sombre and sophisticated with his BCBG line for autumn/winter 2009-10. While there was lots of eveningwear, it wasn't really the stuff that dance and bar night dresses are made of - BCBG's usual niche. Beautiful draped velvets and modern silhouettes seemed made for an older customer, rather than who BCBG usually designs for. Perhaps Azria's plan is to shift BCBG a bit upmarket and hold onto the girls who wore the line in their younger days to make room for BCBGeneration's younger customer.
[Images: Coutorture]
