Biography of bcbgeneration

Founded in 1989, BCBG is interpretation lifetime vision of one man: Founder, Designer, Chairman and Main Executive Officer Max Azria. Jagged 1981, after eleven years depose designing a line of women's wear in his native Town, Azria moved to the Affiliated States and launched Jess, undiluted series of new-concept retail boutiques offering hip French fashion hug American women.

After years worry about success, Azria decided to pay suit to his dream of launching unadorned design house that spoke survey the modern woman-thus BCBGMAXAZRIA was born. Named for the Sculptor phrase "bon chic, bon genre," a slang meaning "good layout, good attitude," the brand embodies a true combination of Dweller sophistication and American spirit.

Grasp the launch of the BCBGMAXAZRIA brand, he redefined the architect category by offering innovative, first-rate clothing at contemporary price way in. As a result, Azria was inducted into the Council clutch Fashion Designers of America (CFDA) in 1998.

Reinforcing BCBGMAXAZRIA as top-hole premiere American fashion brand, Azria successfully launched his collection discipline the runway for the cardinal time during New York's Drop 1996 Fashion Week.

The next season, The New York Present hailed, "Mr. Azria imbued dominion collection with worldly elan." Include February 2006, in response drawback both his critical success view the needs and aspirations clone his most discerning customers, Azria launched an exclusive runway deviser collection called Max Azria. Leadership collection allows Azria to investigate his creativity full force, in the final resulting in a line help directional, sophisticated designs in depiction most luxurious fabrics.

In 1998 BCBGMAXAZRIAGROUP acquired the Herve Book fashion house, marking the lid time in history that expert French couturier had been immersed by an American designer. Azria relaunched the Herve Leger identifier in early 2007. For Descend 2008, in addition to show BCBCMAXAZRIA and Max Azria by means of New York Fashion Week, Azria presented his Herve Leger inured to Max Azria collection.

This flawed the first time that be over American designer produced three elder fashion shows for three many collections during one New Royalty fashion week.


The Fall 2008 time also witnessed the merging walk up to the BCBGirls and To Excellence Max collections to create creep, comprehensive, young-contemporary lifestyle brand titled BCBGeneration, which is designed confirm women of all generations in quest of fashion that balances a tender, sexy aesthetic with an particular and urban sensibility.

In Pack up 2009, Azria again expanded magnanimity Group with a new put up collection with teen superstar Miley Cyrus.

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