A French acronym for bon chic, bon genre, BCBG means good style, good attitude. The name carries over into this company's young and chic design aesthetic. The BCBG Max Azria label was started in 1989 when Parisian Max Azria came to Los Angeles to launch his own line of clothing. Azria had a vision of creating high-quality contemporary clothing at an attainable price point, and combining Parisian sophistication with American spirit. He did not stray from this vision, and soon the company had grown to include over 475 retail boutiques worldwide. Azria's wife Lubova is the creative director of the company.
Today, BCBG Max Azria is the parent company to a conglomerate of sub-brands including the casual BCBGeneration, the upscale Max Azria Collection, and lines of footwear and accessories to boot. Max Azria has also made several acquisitions from the younger, affordable MAXRave to the lauded Hervé Léger. Additionally, a couture collection of gowns called Max Azria Atelier premiered to great success in 2004. Max Azria's look is Paris meets L.A., featuring detailed dresses and mix-and-match separates. Feminine designs are met with a modern twist. Max Azria has a devout celebrity following including Kate Bosworth, Halle Berry, Fergie, and Rachel Bilson.
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