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BCBG MAX AZRIA PROFILE

BCBG MAX AZRIA

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BCBG Max Azria logo
Founded:
1989
Designer:
Max Azria
Philosophy:
"BCBG is an acronym for bon chic, bon genre—or good style, good attitude. Designed by Max Azria under the close supervision of wife Lubova", by The New York Times.
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BCBG Max Azria is a brand established in 1989 by fashion designer Max Azria. The label was born the same year as the company, BCBG Max Azria Group. Its name comes from the French saying “Bon chic, bon genre!” which means “Good style, good attitude!”. Max Azria was born in Tunisia, but was raised in southeastern France before he moved to Paris. Here, he started designing women's wear and in 1981, he moved to Los Angeles. In the BCBG Max Azria Brand Profile, the label is considered to be California-based. Thanks to his policy of offering designer clothing at affordable prices, Azria was accepted in the Council of Fashion Designers of America. The first BCBG Max Azria runway show took place in the Fall of 1996, during New York Fashion Week. Two years, the fashion group bought Hervé Léger. Azria and his wife, Lubov, Chief Creative Officer of BCBG Max Azria Group, relaunched the brand with their designs and it was a huge success. In 2008, the company launched BCBG Generation, a line with young, contemporary clothing. The BCBG Max Azria Brand Profile is characterized by a certain relaxed vibe which translates in the attitude of its customer. After all, fashion is supposed to be fun and carefree.

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