In 1989, Azria launched BCBG Max Azria, named for the French phrase "bon chic, bon genre," a Parisian slang meaning "good style, good attitude". Azria was credited for offering designer fashion at affordable price points and, as a result, was inducted into the Council of Fashion Designers of America (CFDA) in 1998.

Max Azria (Hebrew: מקס עזריה, Arabic: ماكس عزرية‎; January 1, 1949 – May 6, 2019) was a Tunisia-born fashion designer who founded the contemporary women's clothing brand BCBGMAXAZRIAAzria was also the designer, chairman and CEO of the BCBG Max Azria Group, a global fashion house that encompassed over 20 brands.

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