Max Azria Biography

Max Azria moved to Paris when he was 13 years old to study acting and was educated there. BCBG stands for Bon Chic Bon Genre which means good style good attitude in French. It is the name which Max Azria uses as the name of his company. The name and logo were designed by Max's wife Lubova. For 11 years from 1970 to 1981 Max designed womens clothing in Paris. Max Azria moved to the USA in 1981 and launched Jess - a new concept retail store offering hip French clothing. In 1989 he founded BCBG. His chic designs and artful styling captured the interest and attention of Hollywood stars and women who wanted modern sophisticated apparel at prices below those of other high fashion labels. With headquarters in Beverly Hills California BCBG has been a true combination of European sophistication and American spirit since its inception and has been known for its signature collection of women's clothes as well as adding shoes handbags perfumes and cosmetics to it's line of products.

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