Max Azria is a designer with creative talents and enormous ambitions. He started off small designing women’s apparel for over a decade. He then moved out to LA in the early 80’s to start high end fashion boutiques, but the epitome of his dream culminated in the creation of BCBGMAXAZRIA Group in 1989, a conglomerate fashion house encompassing numerous brands. His name brand was absorbed under the BCBGMAXAZRIA label which translates to “bon chi, bon genre,” Parisian slang meaning good style, good attitude. The acronym is appropriately fitting for his women’s wear is stylishly chic, modernly variant and utterly classy.