The brand, which shows at New York fashion week and is worn by LA-philes Leighton Meister, Rachel Bilson, Camilla Belle and Nicole Ritchie, embodies American spirit with European style. Its initials stand for the French phrase, "bon chic, bon genre", a Parisian slang for "good style, good attitude".
President Masha Markova said the Kings Road is “very appropriate for what the BCBG brand represents… I didn’t even look anywhere else.”
BCBG holds 550 namesake boutiques throughout the world, together with in-store boutiques in the worlds most prestigious department stores. The Kings Road store saw strong sales figures over the weekend, with £3,000 taken in the first two hours after opening.
BCBG lives at 23-25 Kings Road, London SW3