Bon Chic, Bon Genre

Bon Chic, Bon Genre
A style characterized by classic, well-tailored garments and understated elegance.
Other names	BCBG, Bécebège, Parisian Chic
Decade of origin	Late 1970s - 1980s
Location of origin	Paris, France
Key motifs	Silk scarves (e.g., Hermès), trench coats, pearl necklaces, tailored suits, cashmere sweaters, loafers, classic leather handbags
Key colours	Neutral palette: navy blue, beige, grey, white, cream, with occasional muted pastels
Key values	Understated elegance, tradition, discretion, good manners, quality craftsmanship, inherited social status
Related aesthetics	Chic Modernist Classicism Old Money Power Dressing Preppy Sloanie Sprezzatura
Related brands	Hermès, Chanel, Charvet, Loro Piana, Burberry, Weston, Goyard
Iconic figures	Catherine Deneuve, Inès de La Fressange, Charlotte Gainsbourg

Bon Chic, Bon Genre (French for "good style, good class"), commonly abbreviated as BCBG, is a French phrase that refers to a lifestyle aesthetic and subculture associated with the traditional high bourgeoisie. Originating in the affluent districts of Paris during the late 1970s and 1980s, BCBG extends beyond fashion to encompass a specific code of manners, education, and social conduct. Its core principle is understated elegance, valuing discretion, tradition, and timeless quality over fleeting trends or overt displays of wealth. It can be understood as a French expression of the Old Money aesthetic.

History

The phrase "bon chic, bon genre" emerged in the affluent social circles of Paris and Versailles during the late 1970s and early 1980s. Its components, "chic" and "bon genre," were concepts highly valued by French high society in the 19th century and had roots in the social codes of the Ancien Régime. The modern BCBG subculture evolved as a reaction against the countercultural movements of the era, such as the Hippie and Bohemian styles, offering a more traditional and sophisticated alternative. Characterized by an elegant and relaxed style inspired by prestigious French schools, it became associated with a specific lifestyle and even naming conventions.

Fashion & Lifestyle

The BCBG aesthetic is defined by its adherence to understated, high-quality fashion staples. Key items include tailored blazers, trench coats, tweed jackets, and cashmere V-neck sweaters or cardigans. These are often paired with button-down shirts, polo shirts, silk blouses, and tailored chinos or cigarette pants. Footwear typically consists of classic loafers, ballet flats, or riding boots. Accessories are essential but discreet, with pearl necklaces, silk scarves from brands like Hermès or Burberry, and classic leather handbags being archetypal. The overall look is conservative, prioritizing timeless silhouettes and quality craftsmanship over contemporary trends.

This style is an extension of a broader lifestyle centered on traditionalism, etiquette, and a self-proclaimed "good taste." Adherents are known for their formal and polite language, strict adherence to social manners, and a connection to Catholic values, often visible through participation in church events and attendance at private schools. This extends to personal naming conventions, where traditional, old-fashioned, or historically significant French names are favored, such as Guillaume, Albane, Tugdual, or Hippolyte, reflecting a value for heritage. Hobbies often include traditionally upper-class activities like scouting, attending chaperoned "rallye" dance parties, and taking an academic interest in French monarchist history.

Culture

The cultural touchstones of the BCBG subculture emphasize French heritage, literature, and classic pop music. The definitive guide to the lifestyle is Thierry Mantoux's 1985 book, BCBG: le guide du bon chic bon genre, which details the fashion and social codes of the group.

Music

Musical tastes often lean towards classic French pop and chanson, with artists like Les Innocents and Sylvie Vartan being representative.

Examples of songs associate with BCBG include:

• "Danny Wilde" by Les Innocents
• "L'Autre Finistère" by Les Innocents
• "La Plus Belle Pour Aller Danser" by Sylvie Vartan
• "La vie en rose" by Edith Piaf

Literature

Reading often includes classic children's and young adult series by authors like the Countess of Ségur and Serge Dalens, which emphasize traditional values.

• Sophie's Misfortunes by Countess of Ségur
• Le Prince Éric series by Serge Dalens
• The Famous Five series by Enid Blyton
• The Nancy Drew series by Carolyn Keene

Criticism

In France, the BCBG subculture is sometimes viewed with skepticism and can be perceived as snobbish or elitist. This criticism is often linked to the aesthetic's explicit association with the upper class, its emphasis on expensive heritage brands, and its conservative, traditionalist values, which can be seen as out of touch with mainstream society.

Brands

• AMI Paris
• Balmain
• Berluti
• Chanel
• Charvet
• Cyrillus
• Goyard
• Gucci
• Hermès
• Jacadi
• Lacoste
• Lanvin
• Le Bon Marché
• Louis Vuitton
• Max Mara
• Sandro

Gallery