Fragrance house

Max Azria

Max Azria was a Tunisia-born, Paris-raised designer who moved to the United States in 1981 after 11 years designing womenswear in Paris. After launching the Jess concept-boutique chain, he founded BCBGMAXAZRIA in Los Angeles in 1989. Its name comes from the French expression “Bon Chic, Bon Genre,” reflecting an identity that combines European sophistication with an American spirit. The brand presented its first women’s collection at New York Fashion Week in 1996, and the group acquired Hervé Léger in 1998, reviving the label under Azria’s direction. BCBG Max Azria Group entered Chapter 11 reorganization in 2017, and Marquee Brands acquired its portfolio, including BCBGMAXAZRIA and Hervé Léger; BCBGMAXAZRIA remains part of Marquee’s portfolio. Azria left the fashion industry after the sale and died in Houston in 2019. The brand’s fragrance history began with a 2011 launch, followed by Bon Chic and Bon Genre in 2012–2013; the original BCBGMAXAZRIA fragrance is classified as floral-fruity.