Max Azria

Max Azria (January 1, 1949 – May 6, 2019) was a Tunisian-French fashion designer. He was the founder, designer, and CEO of BCBG Max Azria Group, a global fashion house encompassing over 20 different brands.

Azria was born in Sfax, Tunisia, and raised in France. He began his fashion career in Paris, selling clothing before moving to Los Angeles in 1981. He opened a series of retail boutiques called Jess, which catered to a trend-conscious clientele.

In 1989, Azria launched BCBG Max Azria, named after the French phrase "bon chic, bon genre" (good style, good attitude). The brand aimed to offer designer fashion at accessible price points. BCBG Max Azria quickly gained popularity, becoming known for its contemporary, feminine designs.

Over the years, the BCBG Max Azria Group expanded to include brands such as BCBGeneration, Hervé Léger by Max Azria, and Max Azria Atelier. These brands targeted different demographics and offered a wider range of styles, from casual wear to haute couture.

Azria's designs were worn by numerous celebrities and featured in magazines worldwide. He was recognized for his contributions to the fashion industry, receiving several awards throughout his career.

The BCBG Max Azria Group filed for bankruptcy in 2017 and was later acquired by Marquee Brands and Global Brands Group. Following the acquisition, Azria stepped down from his role within the company.

Max Azria's legacy lies in his ability to democratize fashion, bringing designer styles to a broader audience. He is remembered as a pioneering figure in the contemporary fashion landscape.