BCBG stands for “Bon Chic Bon Genre” which means ” Good Style Good Attitude ” in French. Committed to the highest standards of creativity, innovation and quality design, They are taking the world by storm. With critically acclaimed collections, a loyal following of Hollywood’s top celebrities and a worldwide presence this fashion powerhouse has developed into one of the hottest names in the fashion industry today.
Features a full collection of trend-setting yet wearable looks that take today’s modern women from day to night, work to weekend.
With critically acclaimed collections, a loyal elite following and a strong worldwide presence, this fashion powerhouse has evolved into one of the hottest names in the fashion industry today.
Founded in 1989, BCBGMAXAZRIAGROUP is the lifetime vision of one man: Founder, Designer, Chairman and Chief Executive Officer Max Azria. After years of success designing women’s wear in Paris and Los Angeles, Azria decided to pursue his dream of launching a design house that spoke to the modern woman, and BCBGMAXAZRIA was born.
Azria’s distinct ability to cultivate his creative sensibilities while maximizing his keen business sense is key to BCBGMAXAZRIA’s success. With the launch of the BCBGMAXAZRIA brand, he redefined the designer category by offering high-quality, on-trend clothing at contemporary price points. As a result, Azria was inducted into the Council of Fashion Designers of America (CFDA) in 1998.
Max and Lubov Azria launched this runway collection during New York Fashion Week in the Fall of 1996. In February 2006, the Azrias debuted an exclusive runway designer collection called Max Azria. This line of visionary, sophisticated designs gained an immediate celebrity following among fans like Angelina Jolie, Rachel Bilson and Eva Mendes.
In 1998, BCBGMAXAZRIAGROUP acquired the esteemed Hervé Léger fashion house. The Azrias relaunched the label in early 2007 with their own designs which were quickly embraced by celebrities like Kate Winslet, Victoria Beckham, Alicia Keys and Catherine Zeta-Jones. For Fall 2008, Max and Lubov presented Hervé Léger by Max Azria, Max Azria and BCBGMAXAZRIA Runway on the runway, marking the first time that an American designer has ever produced three distinct fashion shows during one New York Fashion Week.
Today, BCBGMAXAZRIAGROUP has more than 570 retail boutiques worldwide, each serving as a consummate showcase for women’s ready-to-wear and accessory collections. There are currently over 175 boutiques in the United States, and is present throughout Europe, Canada, Venezuela, Chile, Portugal, Greece, Bahrain, Japan, Singapore, Malaysia, Taiwan, China, Hong Kong and Russia among other countries. The collections are also sold in specialty stores and in-store shops in major department stores across the globe, including Saks Fifth Avenue, Bergdorf Goodman, Bloomingdale’s, Macy’s, Lord & Taylor, Dillard’s, the UK’s Harvey Nichols, Hong Kong’s Lane Crawford, Taiwan’s Mitsukoshi and Singapore’s Takashimaya stores.