Fashion industry farewells design legend

One of contemporary fashion’s biggest names passed away earlier this week. The industry is preparing to farewell designer Max Azria, founder of the global fashion house BCBG, after the announcement of his death following a battle with lung cancer.

The designer was born in Tunisian and spent a decade designing contemporary womenswear in Paris until moving to the U.S in 1981 to diversify his holdings. Azaria will be most remembered throughout the fashion industry for his label BCBGMAXAZRIA (BCBG) which dominated the industry from its launch in 1989. The company had 500 stores in fashion capitals around the world and was also carried in a range of boutiques and department stores. While the company eventually filed for bankruptcy in 2017 before being bought out by Marquee Brands, during its height it was a brand of choice for fashion-minded celebrities including Kim Kardashian and Selena Gomez.

In 1998 Azaria was inducted into the Council of Fashion Designers, speaking to the immense respect he held in the industry. His final venture was the launching of BCBGeneration, which appealed to a younger audience than his original label. The launch came in 2008, eight years before he abandoned his eponymous brand, and was led by the designer’s eldest daughter.

Azaria died at aged 70 and was honoured by BCBG in an Instagram post. “We are deeply saddened to learn of the passing of Max Azria. Max was a true visionary, who defined the Contemporary Fashion category.”