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Design house BCBGMAXAZRIA was founded in 1989 by US based, French designer, Max Azria. The brand is named after the French phrase bon chic, bon genre, a Parisian slang meaning "good style, good attitude." In 1996, Lubov Azria, Max's wife became Creative Director. That same year, the brand debuted at New York Fashion Week and under Lubov's influence, BCBGMAXAZRIA has evolved into a leading design house with a strong celebrity following. Collection highlights include playfully chic dresses and monochrome separates.