Max Azria, the fashion designer who founded the popular brand BCBGMAXAZRIA, is dead at 70.
The apparel titan lost his battle with lung cancer at a Houston hospital on Monday, May 6.
Azria, who was born in Tunisia, grew up in France before immigrating to the United States and launched BCBG, a French acronym for “bon chic, bon genre” — or good style, good attitude — in 1989.
“When Max started BCBG in 1989 and I joined him in 1992, there was no contemporary market; he basically invented it based on the price point and type of clothes,” his wife, Lubov Azria, recently noted.
He is survived by Lubov and their six children.