BCBGMAXAZRIA was born from a simple, timeless idea: to design a beautiful dress that makes a woman feel confident and stylish. The name BCBG comes from the French expression “Bon Chic, Bon Genre,” meaning good style, good attitude — a philosophy that remains at the heart of the brand today.
Our Origin
Founded in 1989 by visionary designer Max Azria in Los Angeles, BCBGMAXAZRIA began with a dedication to creating contemporary yet elegant women’s fashion. From a single creation, the brand expanded rapidly, combining European sophistication with American spirit to redefine modern style.
Our Evolution
Over the years, BCBGMAXAZRIA has grown into a globally recognized fashion house with a broad range of collections including:
- Ready-to-wear and eveningwear
- Dresses, suiting, and separates
- Handbags, footwear, and accessories
- Fragrances and lifestyle pieces
The brand established its online presence with BCBG.com in 1997 and debuted its first women’s collection at New York Fashion Week 1996, marking significant milestones in its evolution.
Iconic moments, collaborations with renowned models, and a presence in major fashion publications helped cement BCBG’s legacy as both accessible and aspirational.
Our Philosophy
BCBGMAXAZRIA empowers today’s dynamic women by creating elegant, modern fashion that fuses classic influences with contemporary design. The brand celebrates individuality and confidence — offering pieces that are as versatile as they are refined.
Today and Beyond
Continuing to honor its heritage of style and attitude, BCBGMAXAZRIA delivers seasonal collections that resonate with women around the world — from everyday wardrobe essentials to standout statement pieces.