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BCBG MAX AZRIA GROUP

BCBGMAXAZRIAGROUP is taking the world by storm. With critically acclaimed collections, a loyal following of Hollywood's top celebrities and a strong worldwide presence, this fashion powerhouse has evolved into one of the hottest names in the industry today. Continuously expanding while defining trends, Max Azria has let the industry know that he is indeed building a global empire.

Founded in 1989, BCBGMAXAZRIAGROUP is the lifetime vision of one man: Founder, Designer, Chairman and Chief Executive Officer Max Azria. In 1981, after eleven years of designing a line of women's wear in his native Paris, Azria moved to the United States and launched Jess, a series of new-concept retail boutiques offering hip French fashion to American women. After years of success, Azria decided to pursue his dream of launching a design house that spoke to the modern woman - thus BCBGMAXAZRIA was born. Named for the French phrase bon chic, bon genre, a Parisian slang meaning good style, good attitude, the brand embodies a true combination of European sophistication and American spirit.

Key to BCBGMAXAZRIA's success has been Azria's ability to maintain his creativity while maximizing his keen business sense. As one of today's rare breed of designer-businessmen, Azria used his talent to create a new platform in the industry. With the launch of the BCBGMAXAZRIA brand, he redefined the designer category by offering innovative, high-quality clothing at contemporary price points. As a result, Azria was inducted into the Council of Fashion Designers of America (CFDA) in 1998.

Determined to realize his vision, Azria built upon the success of his women's ready-to-wear line and created a lifestyle brand consisting of multiple high-fashion collections for women, including evening dresses, denim, outerwear, footwear, swimwear, handbags and small leather goods. He introduced additional product categories through a series of licensing agreements with some of the industry's most reputable companies, including the world leader in men's shirting, Philips-Van Heusen Corporation, for men's dress shirts and ties, launched in Summer 2004. This licensing deal was closely followed by similar agreements with Geneva Watch Co. for women's watches, Colors in Optics for sunwear and ClearVision for optical eyewear in Spring 2005.

Reinforcing BCBGMAXAZRIA as a premiere American fashion brand, Azria successfully launched his collection on the runway for the first time during New York's Fall 1996 Fashion Week. The following season, The New York Times hailed, "Mr. Azria imbued his collection with worldly elan." In February 2006, in response to both his critical success and the needs and aspirations of his most discerning customers, Azria launched an exclusive runway designer collection called Max Azria. The collection allows Azria to explore his creativity full force, ultimately resulting in a line of directional, sophisticated designs in the most luxurious fabrics. Celebrities such as Kate Bosworth, Sarah Michelle Gellar, Rachel Bilson and Hilary Duff became fast fans of the brands and list BCBGMAXAZRIA and Max Azria as staples in their wardrobes.

At the other end of his design spectrum is Azria's highly exclusive collection of couture gowns, launched in February 2004 under the label Max Azria Atelier. Taking inspiration from the glamour and sensuality of Hollywood, Azria creates opulent and elegant one-of-a-kind gowns for celebrity clients and red-carpet events. Sharon Stone, Halle Berry, Demi Moore, Beyonce Knowles, Lucy Liu and Fergie have walked the red carpet wearing Max Azria Atelier.

In 1998 BCBGMAXAZRIAGROUP acquired the Herve Leger fashion house, marking the first time in history that a French couturier had been absorbed by an American designer. Azria relaunched the Herve Leger label in early 2007 with his own designs, which have since been embraced by celebrities such as Kate Bosworth, Victoria Beckham, Alicia Keys and Catherine Zeta-Jones. For Fall 2008, in addition to showing BCBCMAXAZRIA and Max Azria during New York Fashion Week, Azria presented his Herve Leger by Max Azria collection. This marked the first time that an American designer produced three major fashion shows for three distinct collections during one New York fashion week. The Fall 2008 season also witnessed the merging of the BCBGirls and To The Max collections to create one, comprehensive, young-contemporary lifestyle brand named BCBGeneration (pronounced BCBG Generation).The collection is designed for women of all generations seeking fashion that balances a feminine, sexy aesthetic with an eclectic and urban sensibility.

On the business front, late August 2005 saw two strategic acquisitions important for the Group's future growth: the France-based designer and distributor Alain Manoukian (renamed Manoukian in 2007) and the Spain-based designer and distributor Don Algodon. Both companies served as valuable springboards for the Group's European expansion. Continuing the company's rapid domestic growth, in February 2006 BCBGMAXAZRIAGROUP acquired G+G Retail, which operated over 400 stores in the United States and Puerto Rico under the names Rave, Rave Girl and G+G.

Throughout his career, Azria has personally received a multitude of awards, including California Designer of the Year (1995), Atlanta Designer of the Year (1996), the Fashion Performance Award (1997) for outstanding performance and influence within the fashion industry, and the prestigious Spirit of Life Award (1997) from the City of Hope. In 1998 Divine Design honored Azria as Women's Designer of the Year, and General Motors selected him as their spokesperson for Concept:Cure, an internationally renowned charity to support breast cancer research and awareness. Azria was further honored with the Otis Fashion Achievement Award (2000) from Otis College of Art and Design, Hollywood Life's Breakthrough Award (2004) for outstanding achievements within the entertainment industry and the Dallas Fashion Award (2005) for excellence in the contemporary category. In 2007 he was presented with the Wells Fargo Century Fashion Achievement Award at the L.A. Fashion Awards and with the Woodbury Design Award in acknowledgement of his vision and innovation. In June 2007, Max and Lubov Azria sponsored and co-chaired with Kate Bosworth the Fifth Annual Art Party benefit celebrating the Whitney Museum of American ArtÂ’s Independent Study Program (ISP).

Adding to his list of successes, Azria has become a retail giant, owning and operating over 475 BCBGMAXAZRIA retail boutiques throughout the world, with each serving as a consummate showcase for his women's ready-to-wear and accessory collections. Within the United States, there are currently over 180 BCBGMAXAZRIA boutiques. On an international level, BCBGMAXAZRIA opened its first two European boutiques in 1999, with a flagship located in the most significant shopping district in Paris. With additional international boutiques located in Canada, Venezuela, Chile, Portugal, Greece, Bahrain, Japan, Singapore, Malaysia, Taiwan, China, Hong Kong, Russia and other countries, the retail network is now present throughout the world.

To complete the retail phenomenon, Azria's collections are also sold in specialty stores and in-store shops in major department stores across the globe, including Saks Fifth Avenue, Bloomingdale's, Macy's, the UK's Harvey Nichols, Hong Kong's Lane Crawford, Taiwan's Mitsukoshi and Singapore's Takashimaya stores. In late 2006, freestanding Max Azria boutiques were unveiled on Melrose Avenue in Los Angeles, West Broadway in New York's trendy SoHo neighborhood and Worth Avenue in West Palm Beach. Max Azria is also available in specially designed areas within the most select BCBGMAXAZRIA retail boutiques as well as the most exclusive department store retailers and specialty boutiques throughout the country.

Over the past nineteen years, Max Azria has succeeded in building an impressive portfolio of twenty-two brands: BCBGMAXAZRIA, BCBGMAXAZRIA Runway, Max Azria, Max Azria Atelier, BCBGeneration, BCBG//Attitude, BCBGirls, Herve Leger by Max Azria, Herve Leger Couture, Max and Cleo, To The Max, Tex by Max Azria, Manoukian, Max Rave, Street Beat, True People, Parallel, Maxime, Noon, Don Algodon, Dorothee Bis and Dorotennis. He has evolved BCBGMAXAZRIAGROUP into one of the most diversified fashion houses in the world, offering some of the most sought-after collections on the market. While his immediate objectives include the further expansion of BCBGMAXAZRIAGROUP product categories and retail boutique locations globally, Azria's long-term goals are to continuously grow his fashion empire and further establish BCBGMAXAZRIAGROUP as a worldwide powerhouse of style.

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