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BCBGMAXAZRIA is a brand, an aesthetic and an attitude, inspired by the evolving landscapes of culture, art and design. We’re classic European sophistication with a modern American twist. We’re high fashion and global style within reach. We believe confidence is the cornerstone of every great look, and we want all women to feel beautiful and empowered, no matter what they’re wearing. That’s why we’re named for bon chic, bon genre, a Parisian expression that means good style, good attitude. It’s what BCBG stands for, and it’s also what we stand for, in fashion and in life.
BON CHIC,
BON GENRE
EMPOWERING WOMEN
THROUGH FASHION
Equal parts elegant and intelligent, the BCBGMAXAZRIA woman is fearless when it comes to accomplishing her dreams. She has strong opinions and a strong sense of self, and that is reflected in her style. She might be a mogul, a mother, a model or all of the above, but no matter how she defines herself, her style is confident, powerful and ready for anything.
ELEVATED, ACCESSIBLE DESIGN
1989
Launch of BCBGMAXAZRIA. Max Azria opens the first corporate headquarters on 9th Street, in downtown Los Angeles.
1991
The first freestanding BCBGMAXAZRIA store opens in Brentwood, CA. BCBGMAXAZRIA store opens in San Francisco, CA.
1995
10 stores open. Max Azria is awarded California Designer of the Year. BCBGMAXAZRIA footwear collection launches.
1996
18 stores open. BCBGMAXAZRIA debuts its first women's collection during New York Fashion Week.
2000
53 stores open. BCBGMAXAZRIA launches eveningwear collection. BCBGIRLS launches with a fragrance collection.
2003
67 stores open. BCBGMAXAZRIA bridesmaid dress collection debuts. The brand launches its first shop-in-shop in Minneapolis, MN.
2004
73 stores open. BCBGMAXAZRIA signature handbag collection launches. A record-setting 400 shop-in-shops launch.
2005
88 Stores open. BCBGMAXAZARIA launches watches and an outerwear collection for women and an optical collection for women & men.
2006
141 stores open. BCBG.com officially becomes an e-commerce destination.
2008
181 stores open. BCBGENERATION, a younger lifestyle brand, launches.
2009
202 stores open. BCBGMAXAZRIA celebrates its 20th Anniversary.
2010
233 stores open. BCBGMAXAZRIA launches a full bridal collection with accompanying accessories and footwear.
2011
251 stores open. BCBGMAXAZRIA sponsors the 2011 Billboard Music Awards. The brand launches its fragrance, BCBGMAXAZRIA.
2014
289 stores open. BCBGMAXAZRIA hosts the VIP party of the 2014 Whitney Biennial. BCBGMAXAZRIA celebrates its 25th Anniversary.
2017
Marquee Brands LLC acquires BCBGMAXAZRIA. The brand returns to NY Fashion Week for the Spring/Summer 2018 collection.
