Max Azria has a simple goal for his company, BCBG Max Azria. He wants women to feel beautiful without spending a lot of time at it. That is how he created the name for the company: "BCBG" stands for "bon chic bon genre," which means good style and good attitude. He believes that his brand of fashion items, as well as his retail stores of the same name, will help the company achieve this.
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