Overseen by his daughter, and Creative Director, Joyce Azria, BCBGeneration is Max Azria's contemporary diffusion line for BCBG. From Joyce, "I find women wonderfully intriguing, with so many unique perspectives and passions. My mission is for each woman to fall in love with herself and her distinctive qualities through an exploration of style. All beautiful things come from loving oneself, and good style is certainly no exception. Fashion stimulates the senses and evokes an expression of individuality. Creating beautiful clothes that support a woman’s self-expression is an honor and a privilege I don’t take lightly."