The Tunisian-born Max Azria spent his younger years in Paris studying acting. In 1970 Azria began designing women's clothes for various French labels. In 1989 after moving to the States, he founded the name Bon Chic Bon Genre, which means "good style good attitude" which was later shortened to BCBG. With a focus on high-end design at relatively inexpensive prices, the line of products range from shoes and handbags to perfumes and cosmetics. In 1999 BCBG Inc. added label Herve Leger to its roster of fashion labels, which also includes Max Azria. In addition to the headquarters in Beverly Hills, BCBG has 65 boutiques in the U.S. and overseas.
