Max Azria is a Tunisian fashion designer who founded the contemporary women's clothing brand BCBG Max Azria in 1989. Azria is also the designer, chairman and CEO of the BCBG Max Azria Group, a global fashion house that encompasses over 20 brands. He is based in Los Angeles. BCBG Max Azria named for the French phrase "bon chic, bon genre," a Parisian slang meaning "good style, good attitude". the group offering designer fashion at affordable price points.