BCBG Max Azria is taking the world by storm. With critically acclaimed, award winning collections, and a loyal following of hollywood's top celebrities, 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.
Named for the French phrase bon chic, bon genre, a Parisian slang meaning: good style, good attitude, the company is a true combination of European sophistication and American spirit. Since its inception in 1989, BCBG Max Azria has been known for its signature collection of women's apparel from Fashion Designer Max Azria. Gradually expanding his company, Azria has successfully developed other high-fashion collections for women. From separates, suiting, evening dresses, and denim, to footwear, eyewear, swimwear, and handbags, BCBG Max Azria has become a lifestyle collection that takes today's modern women from day to night, work to weekend. With the introduction of a new plus size line in Fall, 1999, Azria not only expanded his product offering, but also his customer base, catering to a much wider range of women. BCBG Max Azria has also addressed the men's arena offering the company's signature spin on everything from casual looks to suiting to outerwear, and for Spring 1999 will launch a new collection of men's footwear that will work back with the ready-to-wear collection.
One of the keys to BCBG Max Azria's success has been Azria's ability to mix his creative eye with his very keen business sense. As one of today's rare breed of designer-businessmen, Azria used his remarkable intellect to create a new platform in the industry. With the launch of BCBG Max Azria, Azria accomplished a feat that no other designer has been able to achieve: he redefined the designer category by offering a high end designer collection at contemporary price points.
Previewing the collection on the runway for the first time during new York city's fashion week earned BCBG Max Azria outstanding reviews, and status as a premier American designer. Continuously showing the collection on the runway each season has awarded Azria a consistently packed house of top celebrities and editors, and rave reviews from the most distinguished publications.
Adding to its list of successes, BCBG Max Azria has become a retail giant, with over 75 freestanding BCBG Max Azria retail boutiques throughout north America, which serve as consummate showcases for the women's collections. On an international level, BCBG Max Azria opened its first three European based boutiques in 1999, which are located in the most significant shopping districts in Paris. Additional international BCBG Max Azria boutiques are located in Japan, Hong Kong, Singapore, Australia, Malaysia, and Venezuela, among other countries. The retail phenomenon is completed with the collections also being sold in specialty stores throughout North America as well as in in-store shops in major department stores including Neiman Marcus, Saks Fifth Avenue, Bloomingdale's, Macy's, Dillard's, and the London based Selfridges.
Perpetually pushing the edge of the envelope in business acumen, in 1996 Azria diversified his product categories, and became immersed in the contemporary and junior businesses as well. In addition to the collections under the BCBG Max Azria label, Azria also owns and oversees two additional labels: to the Max, an edgy junior sportswear line; and parallel, a directional women's contemporary line. Creating an even broader portfolio of diversified yet complimentary product categories, and marking yet another leap towards fulfilling his lifetime dream of running one of the largest and most versatile fashion houses in the world, Azria officially acquired the French couture design house, Herve Leger, in September, 1998. Herve Leger is a collection of beautiful yet seductive couture and deluxe ready-to-wear designs.
Continuously applying his retail expertise to all aspects of the business, Azria has began developing a retail presence for the parallel and Herve Leger collections. The first parallel boutique was opened in October, 1997 on Robertson Boulevard in Beverly Hills, while the U.S. flagship Herve Leger boutique, which is the second boutique in the world, opened in March, 1999 in the centre of sunset plaza in Hollywood.
Over the past ten years, BCBG Max Azria has become one of the most sought after designer collections on the market. With immediate goals to further expand the BCBG Max Azria product categories and to increase retail locations globally, Azria's long term goals involve continuously growing his fashion empire into an international lifestyle brand, and establishing his company as a worldwide powerhouse of style.
A master of distilling everything cute and wearable in seasonal trends—be it wistful baby-doll dresses in 1989, suede and layered tulle skirts in 2000, or origami-treated pieces in his past two collections—Azria puts out nearly 4,000 styles per year.
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