BCBG
stands for Bon Chic Bon Genre, which means "good
style good attitude" in French. It is the name which
Max Azria uses as the name of his company. The name and logo
were
designed by Max's wife Lubova.
For 11 years, from 1970 to 1981, Max designed womens clothing
in Paris.
Max Azria moved to the USA in 1981 and launched Jess - a new
concept retail store offering hip French clothing. In 1989
he founded BCBG. His chic designs and artful styling captured
the interest and attention of Hollywood stars and women who
wanted modern sophisticated apparel at prices below those of
other high fashion labels.
With headquarters in Beverly Hills, California, BCBG has been
a true combination of European sophistication and American
spirit since its inception and has been known for its signature
collection of women's clothes as well as adding shoes, handbags,
perfumes and cosmetics to it's line of products.
Max designs clothes for TV shoes such as Friends, Seinfeld,
Ally McBeal and Entertainment Tonight as well as dressing celebrity
customers like Sharon Stone, Ashley Judd, Uma Thurman, Madonna
and Minnie Driver.
In 1999 BCBG bought out the Paris house of Herve Leger and
it's flagship store.
BCBG now has 65 boutiques in the USA, Asia and Paris. In addition
to Womens ready-to-wear, their lines include BCBG Contemporary,
3 Junior Lines, licensed shoes, handbags, sunglasses, swimwear
and menswear.
Max Azria has been presenting his collections in New York,
at the Fashion Week, since 1996. His Fall 2001 collection swung
from cocktail chicks to bondage babes. It was a collection
for party girls not blushing violets.
Spring/Summer 2003
