Max Azria

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Founded in 1989 by Max Azria, BCBG MAX AZRIA is a contemporary women's clothing brand that revolutionized fashion by offering designer-quality, stylish apparel at accessible price points. The brand name derives from the French phrase "Bon Chic, Bon Genre," meaning "good style, good attitude," reflecting its Parisian-inspired aesthetic combined with American spirit. BCBG MAX AZRIA became known for its trend-driven, youthful, and sophisticated designs, regularly showcased at New York Fashion Week ...
since 1996. The brand expanded to include multiple lines such as Max Azria Atelier (couture gowns for celebrities), Max Azria ready-to-wear, Hervé Léger by Max Azria (acquired in 1998 and relaunched in 2007), and BCBGeneration (a youthful contemporary collection launched in 2008). Collaborations inc
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