Constantly surrounded by the essence of Parisian fashion and style Azria soon discovered once in his early twenties that he had a strong passion for clothing design and therefore from 1970 through to 1981 he successfully designed a number of womenswear collections in Paris. These years of experience had allowed Azria to notice a distinct gap in the market as there were currently no brands or labels that were providing Parisian style to American women.

With this thought in mind, Azria decided to relocate to the USA in 1981 and launched a new brand named Jess; a series of new concept retail boutiques which brought the true essence of Parisian chic to American women – a style which has continued to grow in popularity and is still a key trend of today. After gaining experience in the American market, in 1989 Azria then felt that it was the right time to launch his dream label and lifestyle brand BCBG Max Azria which combined Parisian chic with all American spirit and a strong hint of European appeal, aiming to provide a unique, ever evolving and cosmopolitan style to the everyday modern woman.

The first part of the brand name BCBG means ‘Bon Chic Bon Genre’ in French which translated into English means ‘good style good attitude’ and is the main inspiration behind the brand. BCBG Max Azria offers a wide selection of garments and accessories to modern women who appreciate great style made using high quality materials and designs that embody a unique mixture of inspirations.

BCBG Max Azria quickly captured the attention of many women who favoured the chic, innovative and exciting designs that could be purchased at lower prices than high end designer labels but still reflected an incredibly refined sense of style that instantly shows you take pride in your clothing, style and overall appearance. Based in Beverly Hills, BCBG Max Azria unites a wonderful fusion of European sophistication with American spirit and in addition to the signature women’s clothing, the lines also extend to shoes, handbags, perfumes, cosmetics and watches. A regular label seen on the catwalks at the twice yearly Fashion Weeks, BCBG Max Azria is a huge favourite among a number of Hollywood stars and style icons including Sharon Stone, Ashley Judd, Taylor Swift, Selena Gomez, Uma Thurman, Madonna and Minnie Driver.

Aiming to appeal to a younger market, in 2009, Max Azria also collaborated with actress and singer Miley Cyrus to design a line of affordable and fashionable clothing for Walmart whereby every item was priced at the Walmart price of less than $20. The line was inspired by Miley’s personal rock-and-roll style which was enhanced by the typically chic essence of Max Azria’s sense of fashion.

The collection of BCBG Max Azria watches are a prominent part of the accessories collection and all convey a highly on trend style and are represent an exciting, dynamic lifestyle. The ranges are expressive, creatively designed and capture all the elements that make a stunning statement watch, wearable for a variety of occasions and never failing to impress. Boasting high quality materials and innovative manufacturing technologies BCBG Max Azria watches definitely make for that ultimate wow factor accessory! Sleek white, black, brown, and tortoiseshell leather straps, feminine ruched material straps and uniquely detailed diamante embellished dials, in addition to viewable inner mechanisms and bold jewellery inspired designs are some of the distinctive elements of BCBG Max Azria watches. Many of the watches also feature unusual and surprising shaped dials that experiment with angles and depth, effectively adding visual interest to each design. The styles of BCBG Max Azria watches are incredibly varied ranging from eclectic to vintage inspired and elegant though to exotic.

BCBG Max Azria now has 65 boutiques in the USA, Asia and Paris and is a brand that has a loyal celebrity following in addition to being incredibly popular among the everyday, modern and stylish woman. The collections are highly varied meaning that they appeal to teenagers right through to ladies in their 40’s. Ultimately BCBG Max Azria is a feminine and elegant lifestyle label that offers something to suit an array of tastes. BCBG Max Azria watches represent the ever changing and evolving manner of fashion and trends whilst remaining true to the brand’s unique and distinctive cosmopolitan style.