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Short for ‘bon chic, bon genre’, meaning ‘good style, good attitude', Tunisian-born fashion designer, Max Azria, launched BCBGMAXAZRIA in 1989.

Basing its collections around easy-to-wear separates that are designed to be mixed-and-matched for a range of diverse looks, the brand has become known for its high-octane pieces that can be worn around the clock. Combining creativity with wearability, BCBGMAXAZRIA offers a full lifestyle collection of ready-to-wear, sportswear, shoes, bags and accessories for style-conscious women around the globe.