Max Azria

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 labels.

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 Driver.

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 girl.

Find fashion by Max Azria @ the following eshop: