Founded in 1989, BCBGMAXAZRIAGROUP is the lifetime vision of one man: Founder, Designer, Chairman and Chief Executive Officer Max Azria. After years of success, Azria decided to pursue his dream of launching a design house that spoke to the modern woman—thus BCBGMAXAZRIA was born. Named for the French phrase bon chic, bon genre, a Parisian slang meaning “good style, good attitude,” the brand embodies a true combination of European sophistication and American spirit.
In 1998 BCBGMAXAZRIAGROUP acquired the Hervé Léger fashion house, marking the first time in history that a French couturier had been absorbed by an American designer. Azria relaunched the Hervé Léger label in early 2007 with iconic styles that have been embraced by celebrities around the world.