Bcbgmaxazria

BCBGMaxAzria is a fashion and lifestyle brand founded in Los Angeles in 1989 by French-Tunisian designer Max Azria, whose name was incorporated into the label alongside the French acronym for bon chic, bon genre — a phrase meaning stylish and sophisticated. The brand became known for its blend of Parisian-inflected femininity and American accessibility, producing clothing, accessories, and eventually fragrances that captured the aspirational mood of contemporary womenswear. Its perfume line carries the same ethos as its fashion — polished, romantic, and accessible to a wide professional and social audience. Max Azria built BCBG into a significant contemporary fashion brand before the company underwent ownership transitions; it is currently managed by Marquee Brands. The fragrance line occupies the accessible prestige space.