86% matchAlice and Olivia
Embellished party dresses at contemporary price
What changes: Whimsier prints and higher retail
Brand profile
BCBGMAXAZRIA
Los Angeles-founded contemporary womenswear label known for occasion and cocktail dressing, owned since 2017 by New York's Marquee Brands.
Los AngelesOrigin
WomenswearFocus
Minimalist / ContemporaryStyle
$$Price
4 brands like BCBGMAXAZRIA like Alice and Olivia, Bronx and Banco, House of CB →
What to know about BCBGMAXAZRIA
Built around occasion dressing
The core is cocktail dresses and gowns in draped jersey, lace and sequins, with tailoring, knitwear and separates filling out the rest of the range.
The label outlived its founder's company
Max Azria's parent company filed Chapter 11 in 2017; Marquee Brands bought the IP for $108 million and now runs it via licensees, wholesale and bcbg.com.
A women's line, mid-priced
This is women's contemporary, not menswear, sitting at a mid price tier alongside sister labels BCBGeneration and Hervé Léger under the same owner.
If you like BCBGMAXAZRIA
86% match
83% matchBronx and Banco
Sequin and beaded cocktail gowns, wedding-guest focus
What changes: Narrower, purely occasion range at higher prices
76% matchHouse of CB
Corseted hourglass take on going-out dressing
What changes: Built on structured corsetry rather than draped jersey
74% matchBrand facts
BCBGMAXAZRIA is a women's contemporary label founded in Los Angeles in 1989 by designer Max Azria, its name drawn from the French phrase "bon chic, bon genre." The range centers on occasion dressing — cocktail dresses and gowns, draped jersey, lace and sequin styles — alongside tailoring, knitwear and separates. After the parent company's 2017 Chapter 11 filing, New York-based Marquee Brands bought the intellectual property for $108 million and now operates the label through licensees, wholesale and bcbg.com, beside sister lines BCBGeneration and Hervé Léger.
- Founded
- 1989
- Origin
- Los Angeles, United States
- Made in
- China, Vietnam, Europe
- Price
- $$
- Focus
- Womenswear
- Facts checked
- August 2026
- Styles
- Minimalist / Contemporary, Y2K, Quiet luxury