In 1989, Tunisian-born Max Azria launched BCBG Max Azria, named for the French phrase "bon chic, bon genre," a Parisian slang meaning "good style, good attitude". After years of success designing women’s wear in Paris and Los Angeles, Azria decided to pursue his dream of launching a design house that spoke to the modern woman, and BCBGMAXAZRIA was born. Azria was credited for offering designer fashion at affordable price points and, as a result, was inducted into the Council of Fashion Designers of America (CFDA) in 1998. The BCBG Max Azria Runway collection was first presented at New York Fashion Week in 1996.
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