With the launch of BCBGMAXAZRIA, Max redefined the designer category by offering high quality, on-trend clothing at contemporary price points. Lubov Azria, Chief Creative Officer and Max’s wife, joined the company as a designer in 1991. Max and Lubov launched Max Azria Atelier in 1992, creating custom couture gowns with a focus on red carpet and Hollywood events. Fall of 1996 marked the debut of BCBGMAXAZRIA Runway during New York Fashion Week. In 1998, BCBGMAXAZRIAGROUP acquired the esteemed fashion house, Hervé Léger.
The Azrias relaunched the label on the runway in early 2007, marking the first time in history that an American fashion house has produced three separate shows during one New York Fashion Week. In 2008, the company launched BCBGeneration, comprehensive young-contemporary brand, thus establishing brand significance in every category of the womenswear market.
Today, BCBGMAXAZRIAGROUP has more than 400 BCBGMAXAZRIA retail boutiques worldwide, with over 150 in the United States. The brand is present throughout Europe, Canada, VAE, Turkey, Mexico, Bahrain, Japan, Singapore, Malaysia, China and Hong Kong, among other countries. The Azrias’ collections are also sold in specialty store and in-store shops in major department stores across the globe, including Saks Fifth Avenue, Neiman Marcus, Bloomingdale’s, Macy’s, Lord & Taylor, Dillard’s, the UK’s Harvey Nichols, Taiwan’s Mitsukoshi and Singapore’s Takashimaya stores.