BCBG is a one of the most famous American fashion brand promoted by fashion designer Maz Azria. It is primarily into the creation of mid-scale women's clothing line. Max Azria launched BCBG in 1989, in California, after migrating to the United States from Tunisia, North Africa. BCBG is an acronym for the French phrase, 'bon chic, bon genre', which literally means good style and good attitude. Max designed the clothing line in an attempt to introduce European sophistication to American women.

Immediately after its launch, the BCBG brand of clothing got immensely popular in California, Washington, Arizona, and Nevada, because of its trendy, chic and unique styles, and patters. With the launch of his flagship store in New York City, his company became known in the international fashion fraternity. Max has won several awards including the '1995 California designer of the year' and '1996 Atlanta designer of the year', fashion performance award for outstanding performance and influence within the fashion industry, and also the prestigious seat among the Council of Fashion Designers of America.

BCBG's offering include suiting, evening dresses, denim, footwear, eyewear, swimwear, and handbags. It has over 75 retail boutiques in North America, and has boutiques worldwide including Japan, Hong Kong, Singapore, Australia, Malaysia, and Venezuela. The brand is considered one of the most sought after designer collections in the fashion industry. It has nearly 100 stores located in North America, Europe, Asia, and South America that sells women's collection. Additionally, it also offers men's and plus-size lines, and even perfumes under its brand category. It also boasts of its high-end collection, The Max Azria Collection, which is sold only through selected company-owned boutique stores.