Max Azria

Max Azria was born in Tunisia in 1948. He moved to Paris when he was 13 years old, to study acting and was educated there. BCBG stands for Bon Chic Bon Genre, which means 'good style good attitude' in French. It is the name which Max Azria uses as the name of his company. The name and logo were designed by Max's wife Lubov. For 11 years, from 1970 to 1981, Max designed women's clothing in Paris. Max Azria moved to the USA in 1981 and launched Jess, a new concept retail store offering hip French clothing. In 1989 he founded BCBG. His chic designs and artful styling captured the interest and attention of Hollywood stars and women who wanted modern sophisticated apparel at prices below those of other high fashion labels. With headquarters in Beverly Hills, California, BCBG has been a true combination of European sophistication and American spirit since its inception and has been known for its signature collection of women's clothes as well as adding shoes, handbags, perfumes, and cosmetics to its line of products.

Max designs clothes for TV shows such as Friends, Seinfeld, Ally McBeal and Entertainment Tonight as well as dressing celebrity customers like Sharon Stone, Ashley Judd, Uma Thurman, Madonna and Minnie Driver. In 1999 BCBG bought out the Paris house of Herve Leger and it's flagship store. BCBG now has 65 boutiques in the USA, Asia, and Paris. In addition to Women's ready-to-wear, their lines include BCBG Contemporary, 3 Junior Lines, licensed shoes, handbags, sunglasses, swimwear, and menswear. Max Azria has been presenting his collections in New York, at the Fashion Week, since 1996. His Fall 2001 collection swung from cocktail chicks to bondage babes. It was a collection for party girls not blushing violets.