BCBG "Bon Chic, Bon Genre", a common phrase in Paris, France translates to "good style, good attitude". Max Azria, BCBG's co-founder and designer has provided fashion and design to Hollywood stars and characters in TV shows such as Friends, Seinfeld, Ally McBeal and Entertainment Tonight. Max Azria was born in Tunisia in 1948 and moved to Paris when he was 13 to study acting. From 1970-1981 Azria designed women's clothing in Paris. In 1981 he moved to the USA. While in the USA, he launched 'Jess' - a new-concept retail store offering hip French clothing. In 1989, Azria, with the help of his wife, Lubova, founded and created his fashion corporation, BCBGMAXAZRIA, and fittingly headquarted it in Beverley Hills, California. Regarded as a true combination of European sophistication and American spirit at prices often below other fashion labels.