Fragrance house

Bcbg

BCBGMAXAZRIA was founded in Los Angeles in 1989 by Max Azria, with a name drawn from the French expression “Bon Chic, Bon Genre.” Its design identity brought European tailoring and detail together with the casual, unfussy spirit of American sportswear, reflecting a founding idea centered on the beautiful dress and a style philosophy of good style and attitude. The brand opened its first store in Brentwood in 1992, presented at New York Fashion Week for the first time in 1996, and launched BCBG.com in 1997. In 1998, the wider Max Azria fashion group acquired Hervé Léger, extending the group beyond its original BCBG label. Following the group’s 2017 bankruptcy process, Marquee Brands acquired the portfolio on August 1, 2017, and currently presents BCBG as Maison BCBG, a contemporary womenswear brand combining French heritage with American spirit. BCBGMAXAZRIA entered fragrance through a New Wave Fragrances license announced in 2010; a namesake fragrance followed in 2011, with Bon Chic and Bon Genre recorded as subsequent fragrances in 2012–2013.