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BCBG MAX AZRIA was founded and created by a Tunisian born designer Max Azria in 1989. The name was inspired from a popular French quote "Bon Chic, Bon Genre" which means good style, good attitude. He has been in the design business for eleven years before he moved to the United States to build his empire that we all know today. When you look at BCBG's clothing designs and styles, it is quick to see that the clothes have European tone yet an American spirit.
Azria perfected women's clothing so significantly that he continuously develops apparels that are worn by Hollywood celebrities, making him the most influential designer in the fashion world. BCBG MAXAZRIA is considered for more mature and sophisticated clientele and BCBGeneration is for younger and free spirited generation. I love both of the brands equally because I can switch my looks from a Cali West Coast chic aspired style to sophisticated - ready to do business outfits. Happy Shopping my fashionistas!