BCBGMAXAZRIA

BCBGMAXAZRIA is a women's contemporary label founded in Los Angeles in 1989 by designer Max Azria, its name drawn from the French phrase "bon chic, bon genre." The range centers on occasion dressing — cocktail dresses and gowns, draped jersey, lace and sequin styles — alongside tailoring, knitwear and separates. After the parent company's 2017 Chapter 11 filing, New York-based Marquee Brands bought the intellectual property for $108 million and now operates the label through licensees, wholesale and bcbg.com, beside sister lines BCBGeneration and Hervé Léger.