All about BCBG Max Azria BCBG Max Azria is taking the world by storm. With critically acclaimed, award winning collections, and a loyal following of Hollywood's top celebrities, BCBG Max Azria has evolved into one of the hottest names in the fashion industry today. Since its inception in 1989, designer Max Azria has developed BCBG Max Azria into a thriving lifestyle brand of shoes, sandals, boots, eyewear and watches, focused on fulfilling the ever-changing needs of modern women. Naming the label BCBG Max Azria after the Parisian phrase, bon chic, bon genre meaning good style, good attitude, designer Max Azria set out to combine European sophistication with American spirit, taking fashion in a new direction. The collection offers innovative, high-quality styles including BCBG Max Azria shoes, BCBG Max Azria sandals, BCBG Max Azria boots, BCBG Max Azria eyewear and BCBG Max Azria watches at realistic price-points. The BCBG Mission: Bon Chic Bon Genre a global vision of good style, good attitude Commitment to the highest standard of creativity, innovation, and quality in design Building a lifestyle brand that fulfills the ever changing needs of today s modern woman Generating and maintaining strong relationships with customers through continuous communication and excellence in service.