Max Azria died in a Houston hospital on Monday (07.05). The cause of death was lung cancer. Born in Tunisia, Azria moved with his family to France when he was a teenager. He started selling jeans imported from America, then ran his parents' clothing-making business.
He moved to Los Angeles in 1983 and opened a chain of multi-brand retail stores called Jess, before creating BCBG, from the French "bon chic, bon genre", which means "good style, good attitude" in 1989. The wife of Max Azria, Lubov Azria, is the current creative director of the brand. See below the last collection of the label: