BCBGMAXAZRIA was founded in 1989 by Designer, Chairman and Chief Executive Officer Max Azria. In 1991 Azria’s wife and muse, Lubov, joined BCBGMAXAZRIA as Creative Director. Named for the French phrase “bon chic, bon genre,” a Parisian slang meaning “good style, good attitude,” the brand embodies a true combination of European sophistication and American spirit.
Azria broke new ground when he launched BCBGMAXAZRIA, redefining the designer category by offering innovative, high-quality clothing at contemporary price points. With the overwhelming success of his women’s ready-to-wear line, Azria ultimately evolved BCBGMAXAZRIA into a complete lifestyle brand for women, with evening dresses, swimwear, footwear, handbags, small leather goods, eyewear, watches and more.
With critically acclaimed collections, a loyal following of Hollywood’s top celebrities and a strong worldwide presence, BCBGMAXAZRIA has become one of the hottest names in the fashion industry today. Continuously reinforcing its position in the market, BCBGMAXAZRIA creates a highly sophisticated advertising campaign each season with world-renowned photographers, stylists and models. In addition, celebrities such as Sharon Stone, Fergie, January Jones, Kristen Bell, Dakota Fanning, Miley Cyrus and Vanessa Hudgens have all deemed BCBGMAXAZRIA a must-have in their wardrobes.
Striving to consistently evolve their vision, the Azrias built upon the success of their women’s ready-to-wear line and expanded their offering to include a more exclusive collection for visionary customers. In Spring 2007 the Azrias debuted BCBGMAXAZRIA Runway during New York Fashion Week. This fashion-forward collection provides the Azrias with the perfect platform to share another facet of their artistic vision, showcasing a more elevated and directional line that is more elaborate in construction and created using only the finest fabrications.
The BCBGMAXAZRIA and BCBGMAXAZRIA Runway labels are sold in over 595 namesake boutiques throughout the United States, Canada, China, France, Germany, Greece, Japan, Jordan, Russia, Spain, Venezuela and other countries. The collection is also showcased in in-store shops in top department stores across the globe, including Saks Fifth Avenue, Bloomingdale’s, the UK’s Harvey Nichols, France’s Le Printemps and Hong Kong’s Lane Crawford, just to name a few.