BCBG Max Azria
Max Azria (b. 1949) was born in Tunisia to a traditional Jewish family, the youngest of six children. He grew up in France, where he was first drawn to the fashion industry. He spent eleven years working in French fashion before moving to Los Angeles and opening his first boutique, called Jess. After eight very successful years, Azria launched BCBG Max Azria in 1989. (The name comes from the French slang bon chic bon genre, “good style, good attitude”.) Known for its affordable designer fashion, the brand became extremely popular. It made headlines at New York Fashion Week in 1996, and put Azria on the prestigious Council of Fashion Designers of America in 1998. That same year, he bought a French company, Hervé Léger, making history by being the first American designer to buy out a French one. Azira launched an exclusive celebrity line called Max Azria Atelier in 2004, and a youth store called BCBGeneration in 2008. Celebrities are particularly fond of his designs, and among his biggest fans are Angelina Jolie, Miley Cyrus, Britney Spears, Halle Berry, and Beyoncé. Azria has also designed clothing for TV shows, including Friends and Seinfeld. In all, he owns twenty different brands and has nearly 600 stores around the world. Unfortunately, many of these locations will soon be closing, as BCBG filed for bankruptcy yesterday. Nonetheless, Azria has been hailed as “one of the most important and influential designers in the world”. Aside from fashion, he is the spokesperson for ‘Concept: Cure’, a charity that supports breast cancer research. His brother Serge, daughter Joyce, and wife Lubov are all successful fashion designers as well. The latter recently spoke of the large Shabbat meals that the couple hosts at their home: “Sometimes there’s only five people, sometimes a hundred.”
Words of the Week
My relationship to the Jewish people has become my strongest human bond, ever since I became fully aware of our precarious situation among the nations of the world.
– Albert Einstein