Max Azria: Good Style, Good Attitude

BCBGMAXAZRIA, a common name on runways, red carpets and my credit card statements, is the product of none other than Max Azria.

Born in Tunisia as the youngest of six children, he and his family soon relocated to France where he completed his studies. In fact, in an interview on bcbgmaxazriagroup.com, Max Azria admits to dropping out of school at age 15 because he didn’t feel challenged. He said his teachers never understood him and he had a different way of thinking. Paris is where Azria acquired his taste and inspiration from France when he began working on designing women’s fashion there. Eleven years later he moved to Los Angeles to open up his own chain of boutiques called Jess. It wasn’t until 1989 that he launched what we all know today as BCBG.  

 Inspired by the French phrase “bon chic, bon genre” which means “good style, good attitude,” Max Azria created his line of designer clothing keeping in mind affordable prices. In 1996, his first runway collection was debuted at the New York Fashion Week. Just two years later he was inducted into the Council of Fashion Designers of America (CFDA). In addition to BCBG, Azria also has two other designer collections called Max Azria and Max Azria Atelier. The first is a ready-to-wear line while the other is a couture gown collection created for celebrities and red-carpet events. But wait, there’s more! Max Azria’s success has no limits. In 1998, he took over the Hervé Léger fashion house and he became the first ever American designer to have a French fashioner.  

Max Azria is the founder, the CEO, the chairman, and the head designer of all branches of his label, and his wife Lubov Azria is the chief creative officer. His designs have been seen on big names and trendsetters such as Kate Winslet, Beyonce Knowles, Fergie, and Catherine Zeta-Jones. Top models Eva Herzigova and Karen Elson have worn his clothing, and major fashion magazines including Vogue and Vanity Fair have featured his creations. His incredible hard work has led him to achieve many awards and recognitions such as California Designer of the Year, Atlanta Designer of the Year, Century Fashion Achievement Award, and Fashion Excellence Award.

The Max Azria Fall 2011 collection is his latest work as he continues to tweak with the Spring 2012 line. The Fall collection consists of neutrals with bits of color such as olive greens and deep blues and bold oranges. A major fashion trend this year has been layering, especially of structured coats and jackets, which you see many of in this line. The centerpieces have bold, straight cuts and belts to accentuate waist lines and to balance out the masculine, yet very chic outfit creations. Masculine cuts are coming back in style, because of their powerful, pro-feminism statements. Known well for his maxi dresses, the line contains several faux-wrap maxi dresses with similar mixtures of darks, neutrals, and belts. Draped fabrics and fur are also popular trends this fall and winter, and you can find plenty of those in the Fall 2011 collection as well.  

Currently, Max Azria has six children, including Joyce who is one of the creative directors of the BCBG line. The family continues to reside in Los Angeles, California and works together to bring beautiful and somewhat affordable designer clothing to everyday people. Max Azria has always been an inspiration to myself and many other designers, and his clothes will remain my favorite for years to come.

-Golda Steinberg