BCBGMAXAZRIA

Bon Chic, Bon Genre

Brand Type

Authorized Brands

Creation date

1989

Headquarters

Los Angeles (USA)

Get to Know BCBGMAXAZRIA

The brand was born from founder Howard Head’s frustration during a ski trip with the cumbersome wooden skis of the time. Drawing on his aerospace engineering expertise, he pioneered the use of metal and composite materials in ski construction, inventing the first commercially successful metal-laminated ski. This breakthrough dramatically reduced the difficulty of skiing, democratizing the sport and swiftly propelling HEAD to leadership in the ski market.

Core Philosophy

BCBGMAXAZRIA is a fashion house that seamlessly fuses European sophistication and intricacy with American modernity. Its name—derived from the French phrase “Bon Chic, Bon Genre” (good style, good attitude)—is itself the perfect distillation of the brand’s essence. More than just clothing, BCBGMAXAZRIA is an expression of confidence, intelligence, and effortless elegance, empowering every woman who wears it to become the muse of her own life.

INSPIRATION

BCBGMAXAZRIA’s design inspiration stems not from a single region or culture, but from the modern global woman it serves—a confident, intelligent, and dynamic “citizen of the world.” Designer Max Azria saw her multifaceted life as an endless canvas of inspiration: drawing structural clarity from the architectural lines of Parisian streets, capturing color through the natural light and hues of the California coast, and distilling prints and textures from art exhibitions across the globe.

DESIGN STYLE

BCBGMAXAZRIA's bag design style is a natural extension of its ready-to-wear collection, perfectly embodying the concept of "refined pragmatism." This style focuses on creating accessories for the modern urban woman that can seamlessly integrate into daily commutes and easily adapt to various occasions, from evening parties to evening events. Its designs typically feature simple yet structured silhouettes, from classic totes to petite cross-body bags to elegant clutches, all emphasizing clean lines and harmonious proportions.