BuyBCBG Blog - BCBG Dresses, BCBG Clothing, and More!

BCBG’s Max Azaria hails from Paris and started BCBG in 1989 after spending a few years designing Jess—a line of clothing boutiques for women. BCBG stands for the French phrase Bon Chic Bon Genre, which is slang for “good style, good attitude.” The line started with only three items and has since evolved into a full collection that is trend setting and wearable at the same time. Max Azaria considers his clothing company “a true combination of European sophistication and American spirit.”

NWT BCBG MAX AZRIA VERTIGO PARIS Print Dress M $230    US $49.99

NWT BCBG MAX AZRIA Vertigo Paris Silky Skirt 2 $185    US $44.99

NWT BCBG MAX AZRIA VERTIGO PARIS Black JACKET S $160    US $44.99

Since its 1989 humble beginnings, BCBG has built quite the following and with the top celebrities in Hollywood swearing by it, it is now considered one of the fashion industry’s hottest names. While it started out with a clothes only collection, Max Azria has grown his collection to include shoes, eyewear, swimwear, accessories, bags and just about anything else that could be considered fashionable to wear or carry as part of your outfit. In 1999, Max Azaria expanded his customer base to include a wider variety of women and has even started to include men’s fashion into his collections. In the spring of 1999 he launched a line of men’s footwear.

Azaria gained much of his notoriety when he previewed his collection for the first time during fashion week, an annual event in New York City that consists of a week full of fashion shows and collection debuts—often what is seen in stores is decided during this week. The BCBG shows always pack their rooms with celebrities and top magazine editors and earn rave reviews from even the highest thought of publications. The New York Times once wrote “Mr. Azria imbued his collection with worldly élan.”

Because he has both a creative eye and a keen business sense, bcbg founder Max Azaria was able introduce a new model of business into the fashion industry. He redefined the designer label by creating high end designer fashions and offers them at contemporary prices. In addition to the attention he has received as a designer and businessman, Max Azaria was awarded a seat in the Council of Fashion Designers of America in 1998. He won the California Designer of the Year award in 1995 and the Fashion Performance Award for Outstanding Performance and Influence Within the Fashion Industry in 1997. Is it really any wonder that his designs and clothes are so sought after? The man is a genius!

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