Founded in 1989 by Max Azria, BCBG Max Azria popularized Parisian-inspired ready-to-wear that combined eveningwear and trend-driven everyday pieces. The label became a celebrity favorite and influenced occasion dressing for decades. After the founder's 2019 death and corporate restructuring in the late 2010s, the brand's collections and vintage pieces remain available online and through resale channels. Verify current retail partners and ownership when shopping for contemporary lines.

A quick origin

BCBG - short for bon chic, bon genre - launched as a ready-to-wear label in 1989 when French-Tunisian designer Max Azria founded BCBG Max Azria. The line aimed to translate Parisian-inspired style into wearable pieces for modern women, and it quickly attracted attention for its eveningwear, party dresses, and seasonally updated collections.

What made BCBG popular

BCBG carved a niche by mixing contemporary cuts with feminine details. The brand became a red-carpet and celebrity favorite, worn by actors such as Julia Roberts, Katie Holmes and Salma Hayek. Its appeal came from offering both occasion wear - prom and evening gowns - and trend-forward everyday pieces in a mid-market price bracket.

Changes and continuity since the 2000s

The company grew through the 1990s and 2000s and later faced industry pressures common to many specialty apparel brands. Founder Max Azria died in 2019. In the late 2010s the business underwent restructuring and a change of ownership . Despite those changes, BCBG's aesthetic - structured cocktail dresses, flowing sundresses, and tailored eveningwear - continues to influence seasonal collections and secondhand markets.

Where to find BCBG today

Online shopping remains the easiest way to find both current-season and vintage BCBG pieces. Major e-commerce platforms, department store websites, and resale marketplaces offer wide size ranges and frequent sales. Outlet and sample sales, when available, also provide access to higher-end styles at lower prices. If you seek a specific vintage or runway piece, dedicated resale sites, auction listings, and specialty boutiques are often more reliable than general retail stores.

Buying tips

  • Check measurements rather than relying on size labels; BCBG sizes have varied by season and cut.
  • For evening wear, look at fabric content (silk, taffeta, chiffon) to assess care needs and drape.
  • If you want a current collection, verify the brand's retail partners and official web presence before buying 1.

Why it still matters

BCBG Max Azria helped define a late-20th/early-21st-century silhouette that balanced approachable price points with runway-inspired details. While the business structure around the label has evolved, the brand's influence on occasion wear and contemporary ready-to-wear endures in both new collections and the robust resale market.
  1. Confirm current owner(s) and corporate status of the BCBG Max Azria brand (post-2017 restructuring).
  2. Verify the brand's official retail partners and whether BCBG operates standalone stores as of 2025.
  3. Check availability of historically named styles (e.g., Tier Sundress, Silk Taffeta Dress) in current or archive catalogues.

FAQs about Bcbg Dresses

What does BCBG stand for?
BCBG stands for bon chic, bon genre, a French phrase meaning roughly 'good style, good attitude.'
Who founded BCBG Max Azria and when?
Designer Max Azria founded BCBG Max Azria in 1989 to create Paris-inspired ready-to-wear for contemporary women.
Is BCBG still available to buy?
Yes - you can still find BCBG pieces through online retailers, department store sites, and resale marketplaces. Check the brand's official retail partners for current-season collections .
Are BCBG dresses expensive?
BCBG historically targeted a mid-market price point: some evening and couture-style pieces are pricier, while many day and occasion items are affordable. Resale and outlet channels can lower costs.
Where can I find vintage or discontinued BCBG styles?
Look on specialized resale platforms, auction sites, and secondhand boutiques. These outlets often carry discontinued silhouettes and specific runway or past-season pieces.