Max was born in 1948 in Tunisia. When he was only 13 years old he moved to Paris to study acting there and to be educated.
BCBG, the name of his brand stands for Bon Chic Bon Genre, which means “good style, good attitude” in French. The name and the logo of Azria’s famous brand have been designed by his wife-Lubova.
Max Azria has designed primarily in Paris; 11 years (from 1970 to 1981) he spent his time concentrated on womens clothes. One of his most famous collections has been created during the time he spent in Paris all those (11) years.
In 1981 Max Azria decided to move to the United States. There, he launched “Jess”-a retail store offering French clothing. Eight years later, in 1989, Max founded his BCBG brand and his chic French designs soon captured many celebrities and popular women. BCBG was modern but also sophisticated and the prices were far below those of other fashion designers,at least at the time.
The headquarters of BCBG became Beverly Hills, California. Apart from eveningwear and other womens clothing, the brand also produces shoes, perfumes, handbags and cosmetics.
Azria has also designed clothes for TV shows in the US such as: Seinfeld, Ally McBeal, Enterntainment Tonight and most notably Friends.
In 1999 BCBG decided it was time to expand even further and bought HerveLeger(the famous brand) as well as its flagship store. A step that spoke of the confidence and great wealth.
The BCBG brand currently has over 65 stores in the US, Paris and Asia. Apart from RTW lines, BCBG offers contemporary, junior, shoe, handbag, sunglasses, menswear and swimwear lines.
Ever since 1996 Max Azria has been presenting his collections during New York fashion week.
Photo Gallery (Designs and logo of Max Azria)
Click to enlarge pictures