BCBGMAXAZRIA

Founded in Los Angeles in 1989 by designer Max Azria, BCBGMAXAZRIA became synonymous with contemporary American glamour, its name derived from the French expression bon chic, bon genre — “good style, good attitude.” The label rose to prominence by offering women polished, fashion-forward dressing that bridged the gap between designer fashion and contemporary luxury, with an emphasis on confident femininity, sophisticated tailoring and occasion-ready silhouettes. BCBGMAXAZRIA is recognised for its fluid dresses, sculpted tailoring, striking eveningwear and modern approach to feminine dressing. The collections balance structure with movement, often pairing sleek lines with draping, bold colour and distinctive detailing. For Monarch Avenue, BCBGMAXAZRIA captures the energy of American fashion at its most glamorous — sophisticated, assured and designed for the woman who wants her wardrobe to make an impression.