Reinforcing BCBGMAXAZRIA as a premier American fashion brand, Max and Lubov Azria successfully launched the collection on the runway for the first time during New York's Fall 1996 Fashion Week. The following season, The New York Times hailed, "Mr. Azria imbued his collection with worldly élan."
In August 2017 Marquee Brands LLC announced that it has acquired the entire portfolio of brands from BCBG Max Azria Global Holdings, LLC including the BCBGMAXAZRIA, BCBGeneration and Herve Leger brands.
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