About Us

BON CHIC BON GENRE
Max Azria created BCBGMAXAZRIA with a simple idea — to design a beautiful dress.
Founded in 1989, BCBGMAXAZRIA is an homage to the French expression “Bon Chic, Bon Genre”,
conveying that great style comes from within.
Founded in 1989 by visionary designer Max Azria, BCBGMAXAZRIA was created with one mission: to bring high-quality, runway-inspired fashion to women around the world. What began in Downtown Los Angeles as a bold new approach to modern style quickly evolved into an influential global brand.
From the opening of our first freestanding stores in Brentwood and San Francisco, BCBGMAXAZRIA has been recognized for its innovative silhouettes, refined craftsmanship, and timeless femininity. In 1995, Max Azria was honored as California Designer of the Year, marking a defining moment in the brand’s rise within the American fashion industry.
As the brand grew, so did its vision. The launch of the BCBGMAXAZRIA Footwear Collection expanded our world of accessible luxury, while iconic campaigns—such as the early Spring campaign featuring Charlize Theron—helped shape the brand’s global identity.
Today, BCBGMAXAZRIA continues to build on its heritage of effortless elegance. Our collections are designed for confident, modern women who embrace style as a form of self-expression. From dresses and gowns to shoes, handbags, and accessories, every piece reflects our commitment to quality, creativity, and timeless design.
At BCBGMAXAZRIA Outlet, we bring this legacy to a wider audience—offering limited-quantity designer pieces, exclusive deals, and a curated selection of bestselling styles. Whether you’re dressing for everyday life or life’s defining moments, we’re here to help you feel your most beautiful, confident, and inspired.
BCBGMAXAZRIA — Style that moves with you.

