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BCBG was created in 1989 by a designer by the name of Max Azria! The line evolved from Paris, to London, to New York, to Los Angeles and everywhere in-between! BCBG Max Azria is taking the world by storm. With critically acclaimed collections, a loyal following of Hollywood's top celebrities, and a strong worldwide presence, this fashion powerhouse has evolved into one of the hottest names in the fashion industry today. Continuously expanding while defining trends, Max Azria has let the industry know that he is indeed building a global empire.
What does BCBG stand for BCBG stands for bon chic bon genre, which means, good style, good attitude in French.
What inspired the start of BCBG Max Azria A passion for design. Max's first real interest in design developed at sixteen while growing up in Paris. It was after many years of experience in the fashion industry, from manufacturing to retail, that he discovered a need in the market for designer women's clothing at contemporary price points.
BCBG Max Azria aims to supply the "total lifestyle" concept for women, offering a full line of clothing, shoes, bags, accessories and, as of fall 2001, fragrances.
Max Azria believes that age is less important than in the past, and that while his consumers can range from 15 to 65 years of age, he mainly designs for women who describes as modern and active.
"He has been called a rebel and a genius. When the fashion industry and the media said a major fashion house couldn't be established in Los Angeles, or that competitive prices would relegate his creations to a lower echelon, Azria didn't listen. Instead, he proved them wrong."
"Design is more than 50 percent technical, and if you don't know the technical aspects you can't design. The technical aspect can make a garment beautiful or awful."
"The company has major plans for retail growth in the near future. Its stores are in every major American city and on every continent, in addition, the BCBG Max Azria line is in most large department stores. The company would like to develop a greater number of stores in foreign markets and American cities, and has currently met 15 percent of its goal to develop 30 stores in 2003 and 40 stores in 2004."