Fragrance house

BCBGMaxAzria

Created by Max Azria in 1989, BCBGMAXAZRIA takes its name from the French expression “Bon Chic, Bon Genre” and frames its identity through a combination of European sophistication and American spirit. The brand debuted its first women’s collection at New York Fashion Week in 1996. After BCBG Max Azria Group filed for Chapter 11 reorganization in February 2017, the plan took effect on July 31, 2017, with Marquee Brands becoming the intellectual-property owner of the BCBG brands; Marquee currently presents BCBGMAXAZRIA as a women’s dresswear and modern-fashion brand. For the brand’s 30th anniversary in 2019, Bernd Kroeber was appointed creative director and Kate Young creative consultant, and in 2023 BCBGMAXAZRIA co-designed an eveningwear collaboration with stylist Maeve Reilly under Creative Director Albino Riganello. Its fragrance legacy began with BCBGMAXAZRIA in 2011, described as the house’s signature floral-fruity fragrance, followed by Bon Chic and Bon Genre in 2012–2013.