Max Azria was born in Tunisia in 1948. He decided to move to Paris when he was 13 years old,
in order to study acting and was consequently educated there.
Max Azria then decided to move to the United States of America in 1981 and launched the label Jess - a new concept
retail store offering some hip kinds of French clothing. In 1989 he founded BCBG Max Azria. His chic designs and
artful styling captured the interest and attention of all the Hollywood stars and women who wanted for
their modern sophisticated apparel to be prices below those of other popular high fashion
BCBG stands for "Bon Chic Bon Genre", which also signifies "good style, good attitude" in
French. It is the name which Max Azria uses as the name for his company. The name and logo were also designed
by Azria's wife Lubova.
For 11 years, from 1970 to 1981, Max decided to design women's clothing in the city of Paris.
With some headquarters in Beverly Hills, California, BCBG has been a very true combination of European
sophistication and American spirit since its conception and has been known for its signature collection of women's
clothes as well as adding shoes, handbags, perfumes and cosmetics to its increasing line of products.
Max usually designs clothes for TV shows such as Friends, Seinfeld, Ally McBeal and Entertainment Tonight as well
as dressing celebrity customers such as Sharon Stone, Ashley Judd, Uma Thurman, Madonna and Minnie
In the year of 1999, BCBG bought out the Paris house of Herve Leger and it's flagship store. BCBG today has 65
boutiques in the USA, Asia and Paris. In addition to Womens ready-to-wear, their lines tend to more generally
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, ever since 1996. His Fall 2001
collection swung from cocktail chicks all the way to bondage babes. It was a collection intended for the true party
Find fashion by Max Azria @ the following eshop: