Max Azria

Max Azria founded Bcbg Max Azria as an affordable fashion house, reflecting the “Bcbg” acronym of “bon chic, bon genre,” which translates in English to “good style, good attitude.” The brand expanded into fragrances in 2001 and sought-after couture in 2004. At the time of this fragrance’s release, New Wave Fragrances was the holder of the fragrance license, which was transferred to Elizabeth Arden in 2012.
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