Max Azria is the revolutionary creator of the BCBG fashion line and fragrances. Max Azria has two things that have made his fragrances and his designs so popular: He has good style and good attitude. Max Azria has everything that a fashion designer should have. Although his fashions are his main priority, he also spends a lot of time and energy on developing and distributing his innovative fragrances.

Max Azria’s Mission

• Bon Chic Bon Genre: a global vision of good style, good attitude.

• Commitment to the highest standard of creativity, innovation and quality in design.

• Building a lifestyle brand that fulfills the ever-changing needs of today’s modern woman.

• Generating and maintaining strong relationships with customers through continuous communication and excellence in service.

About Max Azria

BCBG Max Azria is taking the world by storm. with critically acclaimed, award winning collections, and a loyal following of Hollywood’s top celebrities, this fashion powerhouse has evolved into one of the hottest names in the fashion industry today. Continuously expanding while defining trends, Max Azria has let the industry know that he is indeed building a global empire.

Named for the French phrase bon chic, bon genre, a Parisian slang meaning: good style, good attitude, the company is a true combination of European sophistication and American spirit. Since its inception in 1989, BCBG Max Azria has been known for its signature collection of women's apparel from Fashion Designer Max Azria. Gradually expanding his company, Azria has successfully developed other high-fashion collections for women. From separates, suiting, evening dresses, and denim, to footwear, eyewear, swimwear, and handbags, BCBG Max Azria has become a lifestyle collection that takes today's modern women from day to night, work to weekend. With the introduction of a new plus size line in fall, 1999, Azria not only expanded his product offering, but also his customer base, catering to a much wider range of women. BCBG Max Azria has also addressed the men's arena offering the company's signature spin on everything from casual looks to suiting to outerwear, and for spring, 1999 will launch a new collection of men's footwear that will work back with the ready-to-wear collection.

One of the keys to BCBG Max Azria's success has been Azria's ability to mix his creative eye with his very keen business sense. As one of today's rare breed of designer-businessmen, Azria used his remarkable intellect to create a new platform in the industry. With the launch of BCBG Max Azria, Azria accomplished a feat that no other designer has been able to achieve: he redefined the designer category by offering a high-end designer collection at contemporary price points.


Over the past ten years, BCBG Max Azria has become one of the most sought after designer collections on the market. With immediate goals to further expand the BCBG Max Azria product categories and to increase retail locations globally, Azria's long-term goals involve continuously growing his fashion empire into an international lifestyle brand, and establishing his company as a worldwide powerhouse of style.

The company sells the BCBG women's collection in nearly 100 company-owned stores in North America, Europe, Asia, and South America, and through in-store shops in major department stores. BCBG also boasts men's and plus-size lines, as well as accessories including BCBGirl fragrances. Additional lines include To The Max, Parallel, and Herve Leger. Dresses account for 20% of sales. Azria owns the company.

To learn more about Max Azria and his fragrances, visit www.bcbg.com, where most of this information was obtained.