Max Azria Designer Date of Birth: 01.01.1949 Country: France

Biography of Max Azria

Max Azria, a French-Tunisian designer and founder of the contemporary fashion line, BCBG Max Azria, has successfully conquered the American fashion market. Born on January 1, 1949, in Sfax, Tunisia, Azria moved to Paris with his family at the age of 13, determined to become a designer. Over the next six years, he immersed himself in the complex art of design, and in 1970, he debuted his first women's clothing line. However, as an unknown young provincial, Azria struggled to break into the elite circle of French designers and couturiers. In 1981, he made the decision to emigrate to the United States.

Upon arriving in California, Max Azria started by purchasing American jeans, transforming them, and selling them with a "French twist." Within a year, he opened a chain of boutiques called "Jess," offering American women a taste of French chic. Azria personally managed all financial matters, overseeing every stage of production and sales. In the late 80s, Max met Russian immigrant Lubov Masevsky, who later became his wife and business partner. Together, they founded the "BCBG House of Fashion." The name and logo for the brand were conceived by Lubov. The enigmatic letters are an abbreviation of the Parisian slang phrase "bon chic, bon genre," meaning "good style, good attitude."

In 1989, Azria launched his first women's line under the brand "BCBG Max Azria." It included suits, evening dresses, and jeans, which were presented to Americans as exclusively European products. This played a significant role in making the "BCBG" brand popular in the USA. Inspired by Audrey Hepburn, Azria drew inspiration from her elegant, clean, and sophisticated style. He also found great influence in Los Angeles, a city known for entertainment, music, and technology, where there is always something new to inspire him. Azria's style, characterized as a blend of European refinement and American spirit, became not only the signature of "BCBG" but also the key to success in the fashion world.

With each passing year, "BCBG" expanded and introduced new collections and lines of clothing, footwear, and accessories. In 1993, the first "BCBG" boutique opened in Los Angeles. In 1996, Azria launched the youthful sportswear line, "To the Max," and modernized the women's clothing line, "Parallel." In 1998, Max Azria acquired the French fashion house, "Herve Leger," becoming the first American to acquire a French fashion house with a well-known name. This acquisition led to the introduction of new lines with French names. In the autumn of 1999, Max released a collection of plus-size women's clothing that quickly captivated American women who desired elegance despite not fitting the typical model standards. The collection sold out immediately.

In 2007, many critics considered it a turning point in the history of "BCBG Max Azria." The brand reached a new level, introducing new designs that Max's wife, Lubov, referred to as a rebirth of the brand and compared to two Kates: Blanchett and Moss. In the same year, Max Azria was honored with the title of "Designer of the Year."

Max continues to amaze the fashion industry. At the debut show of the "Herve Leger" house in New York for the autumn/winter 2008-2009 collection, the brand surprised with the inclusion of swimwear alongside their signature dresses. In early 2009, the brand signed a contract with Olympic gymnastics champion Anastasia Liukin, a Russian-American athlete.

Among the fans of the brand are numerous megastars such as Sharon Stone, Uma Thurman, Madonna, Drew Barrymore, Paris Hilton, Angelina Jolie, and many others. "BCBG" has become a leading force in the fashion industry, with 75 boutiques in North America alone, and its products sold in major supermarkets worldwide. It is clear that the company is on its way to creating the global empire of Max Azria.