BCBG Fashion Designer Max Azria Dead At 70
May 7 2019, Updated 3:41 p.m. ET
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.
He also designed for the celebrity favorite label Herve Leger and dressed everyone from Kim Kardashian and Miley Cyrus to Taylor Swift and Halle Berry.
“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.