Max Azria was born in Tunisia in 1948. He moved to Paris when he was 13 years old, to study acting and was educated there.
BCBG stands for Bon Chic Bon Genre, which means ""good style good attitude"" in French. It is the name which Max Azria uses as the name of his company. The name and logo were designed by Max's wife Lubova. For 11 years, from 1970 to 1981, Max designed womens clothing in Paris.