Named for the French phrase bon chic, bon genre, a Parisian slang meaning: good style, good attitude, the company is a true combination of European sophistication and American spirit. Since its inception in 1989, BCBG Max Azria has been known for its signature collection of women's apparel from designer Max Azria. Gradually expanding his company, Azria has successfully developed other high-fashion Better Contemporary collections for women. From separates, suiting, evening dresses, and denim, to footwear, eyewear, swimwear, and handbags, BCBG Max Azria has become a lifestyle collection that takes today's modern women from day to night, work to weekend. With the introduction of a new plus size line in Fall 1999, Azria not only expanded his product offering, but also his customer base, catering to a much wider range of women. BCBG Max Azria has also addressed the men's arena offering the company's signature spin on everything from casual looks to suiting to outerwear, and for Spring 1999 will launch a new collection of men's footwear that will work back with the ready-to-wear collection.

BCBG Max Azria has become a retail giant, with over 75 freestanding BCBG Max Azria retail boutiques throughout North America, which serve as consummate showcases for the women's collections. on an international level, BCBG Max Azria opened its first three European based boutiques in 1999, which are located in the most significant shopping districts in Paris. Additional international BCBG Max Azria boutiques are located in japan, Hong Kong, Singapore, Australia, Malaysia, and Venezuela, among other countries. The retail phenomenon is completed with the collections also being sold in specialty stores throughout North America as well as in in-store shops in major department stores including Neiman Marcus, Saks Fifth Avenue, Bloomingdales, Macys, Dillard's, and the London based Selfridges. The BCBG high-fashion collection ranges from evening dresses and swimwear to footwear, eyewear, and handbags. BCBG has 114 boutiques in the United States in 2005 and offers various brands through its shops and department stores, including Macy's and Saks Fifth Avenue. Shops are also located in China, Japan, the Middle East, and South America. Azria, whose celebrity clients include actresses Keira Knightley and Sarah Michelle Gellar. BCBG Max Azria acquired the French sportswear company Alain Manoukian for more than $70.8 million in 2005. That deal gave BCBG Max Azria 275 stores in France.