BCBGMAXAZRIA
United States
BCBGMAXAZRIA is a women's apparel brand launched in 1989 by Max Azria in the United States. It is known for contemporary and runway ready-to-wear and its BCBGeneration line.
| Founded | 1989 |
|---|---|
| Founder | Max Azria |
| Name origin | Bon chic, bon genre |
| Main category | Women's apparel |
What is BCBGMAXAZRIA?
BCBGMAXAZRIA, also written BCBG Max Azria, is a women's apparel brand launched in 1989 by designer Max Azria, who had moved to Los Angeles in 1981. The name comes from the French phrase "bon chic, bon genre", a Parisian slang term meaning good style, good attitude.
History
- 1996: the BCBG Max Azria Runway collection debuted at New York Fashion Week.
- 1998: Azria was inducted into the CFDA.
- 2006: the company bought out the bankrupt G+G Retail, including its G+G and Rave brands.
- 2008: the young contemporary line BCBGeneration launched.
- 2016: Max Azria left the company.
- 2017: BCBG Max Azria Group filed for Chapter 11 on 28 February, and Marquee Brands and Global Brands Group bought the brand's intellectual property and assets.
Products and positioning
The brand makes women's apparel, from runway and ready-to-wear collections to the younger BCBGeneration line. In 2009 it collaborated with Miley Cyrus on a Walmart collection. In 2020 licensee Centric Brands filed for Chapter 11, and Marquee Brands later regained the licence.
Frequently asked questions
Who founded BCBGMAXAZRIA?
BCBGMAXAZRIA was launched in 1989 by designer Max Azria.
What does BCBG stand for?
BCBG comes from the French phrase "bon chic, bon genre", meaning good style, good attitude.