BCBG is an acronym of the French phrase "bon chic, bon genre," which translates roughly to "good style, good attitude." This popular fashion-forward women's retailer has its own boutique on the second floor of Dillard's department store, located in the St. Louis Galleria. It carries two of the many BCBG lines: BCBGeneration, a line with a chic urban look targeting the 18-35 age group, and the more sophisticated, pricier MAXAZRIA line, which includes a great selection of evening wear.