Founded in 1989 by Max Azria in Los Angeles, BCBGMAXAZRIA takes its name from the French phrase "bon chic, bon genre," Parisian slang meaning "good style, good attitude." The brand was created to speak to the modern woman, embodying a unique combination of European sophistication and American spirit that redefined the designer category by offering innovative, high-quality clothing at contemporary price points. Under the creative leadership of Max Azria and his wife Lubov Azria, who joined as Chief Creative Officer, BCBGMAXAZRIA has evolved into one of America's leading design houses. The brand is known for its elegant collections that infuse romantic heritage with modern twists, featuring architectural yet fluid silhouettes in everything from evening dresses and cocktail wear to accessories. With over 550 retail boutiques worldwide, BCBGMAXAZRIA empowers today's dynamic woman through designs that emphasize impeccable fit, construction, and sophisticated styling.