Max Azria, Tunisian-French fashion designer

Max Azria (January 1, 1949 – May 6, 2019) was a preeminent Tunisian-Jewish-born American fashion designer whose profound influence shaped contemporary women's wear for decades. He is best remembered as the visionary founder of the iconic brand BCBGMAXAZRIA, a name that quickly became synonymous with accessible luxury and sophisticated modern style. Beyond his foundational role, Azria was a powerful force in the global fashion industry, serving concurrently as the chief designer, chairman, and CEO of the BCBG Max Azria Group, a vast fashion conglomerate that ultimately encompassed more than 20 distinct brands.

Born in Sfax, Tunisia, Azria embarked on his illustrious fashion journey in Paris at the age of 18, establishing a chain of successful women's clothing boutiques before relocating to Los Angeles in 1981. It was in Los Angeles, in 1989, that he launched BCBGMAXAZRIA, deriving its name from the French phrase "Bon Chic, Bon Genre," which roughly translates to "good style, good attitude" or "good taste, good class." This ethos perfectly encapsulated the brand's appeal: offering high-fashion aesthetics and quality with a contemporary edge that resonated with a broad audience seeking chic, wearable designs.

Under Azria’s astute leadership, the BCBG Max Azria Group flourished into a formidable global fashion house. His strategic vision extended to significant acquisitions, most notably the legendary French couture house Hervé Léger in 1998. Azria successfully revitalized the brand, reintroducing its signature body-con bandage dresses to a new generation and cementing its place in modern fashion history. The group's extensive portfolio underscored Azria's ambition to build a diverse and influential empire within the fashion landscape.

In 2016, after nearly three decades at the helm, Max Azria departed from the BCBG Max Azria Group. Following his departure, the company faced significant financial challenges, leading to BCBG Max Azria filing for Chapter 11 bankruptcy protection in 2017. Subsequently, the brand's intellectual property and assets were acquired by a joint venture between Marquee Brands and Global Brands Group, marking a new chapter for the brand Azria had so meticulously built. Demonstrating his entrepreneurial spirit beyond fashion, Azria later transitioned into the technology sector, assuming the role of CEO at ZappLight, a company known for innovative home solutions, specifically an LED light bulb integrated with a mosquito zapper.

Frequently Asked Questions about Max Azria and BCBGMAXAZRIA

Who was Max Azria?
Max Azria was a highly influential Tunisian-Jewish-born American fashion designer, best known as the founder, chief designer, chairman, and CEO of the global fashion house BCBG Max Azria Group. He was celebrated for making sophisticated, contemporary women's fashion accessible to a wider audience.
What does BCBGMAXAZRIA stand for?
BCBG is an acronym for the French phrase "Bon Chic, Bon Genre," which translates to "good style, good attitude" or "good taste, good class." This phrase perfectly captured the brand's philosophy of offering stylish and refined ready-to-wear fashion.
What other brands were part of the BCBG Max Azria Group?
The BCBG Max Azria Group was a vast conglomerate that encompassed over 20 brands. A notable acquisition was the iconic French couture house Hervé Léger in 1998, which Max Azria successfully relaunched and popularized globally, particularly known for its signature bandage dresses.
When did Max Azria leave BCBG?
Max Azria departed from the BCBG Max Azria Group in 2016, after building and leading the company for nearly three decades.
What happened to BCBGMAXAZRIA after Max Azria left?
After Max Azria's departure, BCBG Max Azria filed for Chapter 11 bankruptcy protection in 2017. The brand's assets and intellectual property were subsequently acquired by a partnership between Marquee Brands and Global Brands Group, allowing the brand to continue operating under new ownership.
What was ZappLight?
ZappLight was a company Max Azria served as CEO of later in his career, representing a pivot from fashion into the technology sector. The company is known for its innovative home products, specifically an LED light bulb that also functions as an insect zapper.