BCBGMAXAZRIA was born from a simple, timeless idea: to design a beautiful dress that makes a woman BCBGMAXAZRIA was born from a simple, timeless idea: to design a beautiful dress that makes a woman feel confident and stylish. The name BCBG comes from the French expression “Bon Chic, Bon Genre,” meaning good style, good attitude — a philosophy that remains at the heart of the brand today.
Our Origin
Founded in 1989 by visionary designer Max Azria in Los Angeles, BCBGMAXAZRIA began with a dedication to creating contemporary yet elegant women’s fashion. From a single creation, the brand expanded rapidly, combining European sophistication with American spirit to redefine modern style.
Our Evolution
Over the years, BCBGMAXAZRIA has grown into a globally recognized fashion house with a broad range of collections including:
- Ready-to-wear and eveningwear
- Dresses, suiting, and separates
- Handbags, footwear, and accessories
- Fragrances and lifestyle pieces
The brand established its online presence with BCBG.com in 1997 and debuted its first women’s collection at New York Fashion Week 1996, marking significant milestones in its evolution.
Iconic moments, collaborations with renowned models, and a presence in major fashion publications helped cement BCBG’s legacy as both accessible and aspirational.
Our Philosophy
BCBGMAXAZRIA empowers today’s dynamic women by creating elegant, modern fashion that fuses classic influences with contemporary design. The brand celebrates individuality and confidence — offering pieces that are as versatile as they are refined.
Today and Beyond
Continuing to honor its heritage of style and attitude, BCBGMAXAZRIA delivers seasonal collections that resonate with women around the world — from everyday wardrobe essentials to standout statement pieces.
BCBGMAXAZRIA began in 1989 with Max Azria and a clear point of view: modern dressing should feel polished, confident and feminine.
BCBG Outlet carries that spirit into value-minded shopping, bringing attention to occasion-ready silhouettes, refined separates, and carefully edited sale, outlet and clearance finds.
1989 – 1994
BCBGMAXAZRIA is founded by Max Azria and grows from a Los Angeles fashion house into a name associated with chic, dressed-up ease.
For BCBG Outlet, that beginning still matters: a value edit should feel intentional, whether the search starts with a little black dress, a white dress, or a polished gown.
1995
The brand’s wardrobe expands with footwear, making the BCBG look feel complete from dress to heel.
That head-to-toe approach shapes how shoppers discover BCBG shoes, heels, sandals, boots and accessories alongside outlet deals and dress sale finds.
1996
BCBGMAXAZRIA brings its women’s collection to New York Fashion Week, sharpening its place in modern occasion dressing.
Today, shoppers come to the edit for BCBG dresses, cocktail dresses, formal dresses, maxi dresses, gowns and evening gowns with the same dressed-up energy.
1997 – 1999
The world of BCBG grows beyond dresses with sunwear, swimwear, handbags and small leather goods.
A finished look can begin with a dress and end with BCBG handbags, a purse, tote bag, sunglasses or the accessory that makes the outfit feel considered.
2000 – 2007
Eveningwear, outerwear, optical and online shopping become part of the brand’s evolution.
The outlet-minded wardrobe now reaches across BCBG clothing categories: gowns, jackets, blazers, coats, tops, pants, sweaters and jumpsuits made for workdays, weekends and dressed-up nights.
2010 – 2013
Bridal, accessories, footwear and fragrance continue the brand’s focus on a full occasion wardrobe.
Whether the search is for a BCBG formal dress, strappy heels, a refined jacket or a polished finishing touch, the point is the same: style that feels composed.
Today
BCBG Outlet is made for shoppers comparing BCBG Max Azria outlet finds, BCBG dress sale moments, discount edits and deal-minded wardrobe updates.
A 70% off value moment, seasonal markdown, coupon code search or promo code hunt should still lead to a piece that feels chic after the checkout moment has passed.