Fragrance house

Max Azaria

Max Azaria corresponds to BCBGMAXAZRIA, the brand founded by designer Max Azria in Los Angeles in 1989. Its name comes from the French expression “Bon Chic, Bon Genre,” an identity expressed through contemporary fashion and the design of beautiful dresses. Azria moved from Tunisia to France during his youth, relocated to Los Angeles in 1983, and opened the multi-brand Jess stores before creating BCBGMAXAZRIA. The brand presented its first women’s collection during New York Fashion Week in 1996. Lubov Azria joined the company in 1991 and later helped shape its creative direction alongside Max Azria. On August 1, 2017, Marquee Brands acquired the BCBGMAXAZRIA portfolio and related intellectual property from BCBG Max Azria Global Holdings. The brand entered fragrance in 2011 with BCBG Max Azria, followed by Bon Chic and Bon Genre as its second and third fragrances in 2012–2013.