BCBG Max Azria is a fashion brand founded by the Tunisian-French fashion designer Max Azria. He established the brand in 1989. BCBG stands for “bon chic, bon genre”, which is means “good style, good attitude” in French. The brand is known for its contemporary and fashionable clothing and accessories, catering to a modern and sophisticated audience. Please note that Max Azria passed away in 2019, but the brand continues to produce clothing and accessories under the BCBG Max Azria name.