Founded by Max Azria in Los Angeles, BCBGMAXAZRIA is derived from the phrase âbon chic, bon genreâ â French for âgood style, good attitudeâ â and this slogan has remained at the heart of the company since its founding in 1989. The designer was committed to democratising high-fashion, which comes to show in the brandâs refined yet accessibly priced offering. Create a winning cocktail look with a flatteringly cut dress from our preloved edit, or pick out separates in premium fabrics for daytime chic. Donât forget to anchor your looks with a pair of heels from the label.