Tunisian designer Max Azria spent years working in the fashion industry in Paris. After moving to Los Angeles, he founded his own label, called BCBGMAXAZRIA, in 1989. The company's acronym stands for the French expression "bon chic, bon genre," which translates as "good style, good attitude." Joined in business by his wife, Lubov, Azria made a major splash in the American fashion scene. The duo debuted their first runway collection at New York Fashion Week in 1996 and struck a chord among women with their label's diverse style. In 1998, BCBGMAXAZRIA acquired Herve Leger to achieve more of an international presence.

Over the last two decades, BCBGMAXAZRIA has continuously branched out into different types of apparel and accessories. The company is still owned and operated by the husband and wife pair, with Max and Lubov Azria acting as CEO and chief creative officer, respectively. The company has more than 570 boutiques worldwide (including more than 175 in the United States), and it maintains a major presence in the Americas, Europe, and Asia. Certain BCBGMAXAZRIA collections are also sold at major department stores across the country.

Women's Merchandise


BCBGMAXAZRIA breaks down its women's clothing into three distinct categories: dresses, clothing, and accessories. Since dresses are featured on their own, the company manufactures a wide range of styles--ranging from casual to very formal, and running the whole gamut in between. Casual dresses include short- and long-sleeved varieties as well as A-line dresses, kaftan dresses, cowl-back dresses, ruffle dresses, and more. You'll also find full-length maxi dresses for more casual wear. Dresses meant for work are slightly more formal and always trendy. They include wraps, A-line dresses, peplum dresses, and bib dresses in different colors and patterns. The brand's cocktail dresses are designed to be incredibly sexy--featuring slim cuts, short skirts, and features like cutouts and v-necks. Evening gowns, on the other hand, are much more formal and available in a number of different styles.

Moving into other types of clothing, BCBGMAXAZRIA features tops like blouses, tunics, and knits that are very modern and fashion-forward in their designs. Sweaters include cowl necks, cardigans, and ponchos, and you can also find trendy jackets and other pieces of outerwear. Like most of the brand's garments, the BCBGMAXAZRIA collection of pants is anything but straightforward. Featuring leggings, sweatpants, and trousers in bold colors and sporting interesting patterns and adornments, these pants are obviously targeting a very niche demographic. Accessories that go along with the label's clothes include hats, sunglasses, scarves, jewelry, handbags, shoes, fragrances, and more.

Swap.com's Rating of BCBGMAXAZRIA

The designers behind BCBGMAXAZRIA have always been very upfront about the fact that it is designed to be a fashion-forward brand that isn't afraid to take some risks. As a result, the clothes the label comes out with tend to be very polarizing--women who love the latest trends might love them, while those who are more traditional are likely to hate them. High prices are to be expected from a luxury brand like this one, and almost everything available from BCBGMAXAZRIA is priced higher than $100. For women who are committed to innovations in fashion and choosing clothes that will help them stand out, however, this brand certainly fits the mold. We give BCBGMAXAZRIA 4 stars out of 5.


  • Established 1989
  • Fashion-forward luxury clothing
Sold at:
BCBGMAXAZRIA boutiques, major department stores, online
Types of items:
Casual dresses, work dresses, cocktail dresses, evening gowns, blouses, tunics, shirts, sweaters, cardigans, ponchos, jackets, trousers, leggings, pants, skirts, jumpsuits, rompers, shorts, shoes, purses, jewelry, sunglasses, fragrances
Related brands:
Herve Leger by Max Azria
Our rating:

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