 1989
Max Azria launches BCBGMAXAZRIA
1992
November- Opens first BCBGMAXAZRIA boutique in Los Angeles, California
1995
July- Opens first international BCBGMAXAZRIA boutique in Montreal, Canada
December- Launches BCBGMAXAZRIA footwear collection for women
1996
April- Debuts BCBGMAXAZRIA women's collection on the runaway for the first time during New York City's Fashion Week
September- Launches BCBGMAXAZRIA in Japan with the opening of three
1997
March- Launches bcbg.com
September- Launches BCBGMAXAZRIA eyewear collection
November- Launches BCBGMAXAZRIA swim collection
1998
June- Opens Georgetown flagship in historical landmark building
July- Max Azria becomes spokesperson for General Motors’ Concept: Cure and begins designing the BCBGMAXAZRIA "Ultimate" Concept: Cure vehicle to benefit breast cancer research and awareness
September-
• Opens BCBGMAXAZRIA flagship in Venezuela
• Acquires Hervé Léger, marking the first time in history that a French couturier is acquired by an American designer.
October- Max Azria becomes a member of the Council of Fashion Designers of America.
1999
January- Adding to the house's single boutique in Paris, Max Azria opens Hervé Léger Boutiques on New York’s Madison Avenue and Beverly Hills’ Rodeo Drive
February- Launches women's handbang and small leather goods collection
March- Max Azria launches Hervé Léger, the house's first fragrance
May- Opens first BCBGMAXAZRIA flagship store in Singapore
September-
• Opens first BCBGMAXAZRIA flagship store in Malaysia
• Launches BCBGMAXAZRIA in Europe with the opening of two freestanding boutiques in Paris, including a flagship location on Boulevard de la Madeleine
• Debuts a new-concept retail store with the introduction of a "Max Café" in Paris flagship
October- Opens BCBGMAXAZRIA flagship in San Francisco's Union Square
November- Launches BCBGMAXAZRIA in Taiwan with opening of Taipei flagship
2000
February- Signs licensing agreement with Unilever Cosmetics International to produce a collection of fragrance and ancillary products
2001
January- Launches BCBGMAXAZRIA women's eveningwear collection
March- Opens first BCBGMAXAZRIA flagship in Hong Kong on Canton Road
April- Opens first BCBGMAXAZRIA boutique in Santiago, Chile
June-
• Opens first BCBGMAXAZRIA boutique in Shanghai, China
• Opens first BCBGMAXAZRIA flagship in Bahrain
September-
• Opens original BCBGMAXAZRIA flagship in Beverly Hills on Rodeo Drive
• Launches BCBGMAXAZRIA collection during New York Fashion Week
2002
January- Opens first BCBGMAXAZRIA boutique in Lisbon, Portugal Signs licensing agreement with VCS for BCBGMAXAZRIA footwear
February- Opens re-vamped 6000 square foot five story BCBGMAXAZRIA flagship in New York on Madison Avenue
May- Opens first BCBGMAXAZRIA boutique in Athens, Greece
2003
February- Launches bridesmaids dress collection
May- Max Azria is recognized for raising funds to support Cedars-Sinai Medical Genetics Birth Defects Centre
July- Launches BCBGirls handbags collection
October- Signs licensing agreement with Phillips- Van Heusen Corporation to produce a collection of men’s shirts and ties under the BCBGMAXAZRIA and BCBG//Attitude labels
2004
January-
• Signs licensing agreement with Geneva Watch Co. to produce a collection of watches for women and men
• Opens first BCBGMAXAZRIA boutique in Kuwait city, Kuwait
February- Launches Max Azria Atelier, an exclusive collection of couture gowns inspired by the glamour of Hollywood
March-
• Launches BCBGMAXAZRIA signature handbag collection
• Signs licensing agreement with ClearVision Optical to produce a collection of optical eyewear for women and men
May- Launches BCBGMAXAZRIA and BCBG//Attitude men’s shirts and ties collections
August- Opens record-setting 400 in-stores shops for BCBGMAXAZRIA
September- Opens first BCBGMAXAZRIA boutique in Dubai, UAE
November- Opens first BCBGMAXAZRIA boutique in Moscow, Russia
2005
February- Launches BCBGMAXAZRIA Watch collection for women
March-
• Launches BCBGMAXAZRIA Optical collection for women and men.
• Opens first BCBGMAXAZRIA boutique in Istanbul, Turkey
• Opens new 5000 square foot BCBGMAXAZRIA flagship in Beverly Hills on Rodeo Drive
June- Launches www.maxazriaatelier.com
July- Opens BCBGMAXAZRIA flagship on Lincoln Road in South Beach, Florida
August-
• Launches BCBGMAXAZRIA in the UK with four shops in Harvey Nichols stores
• Launches BCBGMAXAZRIA Outwear collection for women
• Acquires France based designer and distributor Alain Manoukian and Spain based designer and distributor Don Algod
September- BCBGMAXAZRIA named best contemporary designer brand at the 2005 Dallas Fashion Awards Presents Max Azria Atelier in Beijing, China, as part of the Made in California Expo Trade Mission led by California Governor Arnold Schwarzenegger. |
2006
February- Maxrave, LLC, an entity formed by BCBGMAXAZRIAGROUP, acquires G+G Retail, which operates over 480 stores in the United States and Puerto Rico under the names Rave, Rave Girl and G+G
March- Max Azria launches Rose Leger, the house's second fragrance
April- Opens first four Spanish BCBGMAXAZRIA boutiques in Madrid, Barcelona, Valencia and Marbella
June-
• Opens 5,900 square foot BCBGMAXAZRIA boutique in East Hampton, New York
• Opens new 7,800 square foot BCBGMAXAZRIA flagship on New York's Fifth Avenue in the Flatiron District
August-
• Opens specially designed Max Azria shops in ten top BCBGMAXAZRIA flagship locations, including Beverly Hills, South Beach, San Francisco and Madison Avenue, among others
• Launches maxazria.com
September- Presents two separate runway shows for the first time during New York City’s Fashion Week, featuring Max Azria and BCBGMAXAZRIA collections
November- Opens freestanding Max Azria Soho boutique on West Broadway, New York,
December-
• Unveils large-scale outdoor art installation by artist Patrick Dougherty, covering the facade of the Max Azria flagship on Melrose Avenue, Los Angeles
• Signs agreement to launch exclusive Tex by Max Azria collection at Carrefour Hvpermarkets
2007
February- Co-hosts the artist's banquet at Deitch Projects, New York
April-
• Hosts H.E.L.P. Malawi foundation benefit at Max Azria Melrose Avenue, Los Angeles
• Launches exclusive Hervé Léger summer capsule collection at select department stores and specialty boutiques
June-
• Co-hosts the Whitney Art Party Benefit with Kate Bosworth in New York
• Celebrates 10 year anniversary in Japan
August-
• Launches exclusive Tex by Max Azrie collection at Carrefour Hypermarkets
• Opens new-concept 3,200 square-foot BCBGMAXAZRIA boutique on Melrose Avenue, Los Angeles
• Launches e-commerce on bcbg.com
• Unveils remodeled Hervé Léger boutique on Rodeo Drive, Beverly Hills
• Relaunches the Alain Manoukian label under the Manoukian nameplate
October-
• Opens 12000 square-foot BCBGMAXAZRIA flagship at Fifth Avenue and 41st Street, New York
• Max Azria is presented with the Wells Fargo Century Fashion Achievement Award at the 2007 L.A. Fashion Awards
• Launches limited edition BCBGMAXAZRIA "Hope" optical sunglasses to raise funds for Susan G. Komen For the Cure®
2008
February- Presents Hervé Léger by Max Azria collection (in addition to BCBGMAXAZRIA and Max Azria) at Bryant Park during Fall 2008 Fashion Week, marking the first time that an American designer produced three major fashion shows for three distinct collections during one New York Fashion Week
March- Launches comprehensive young contemporary lifestyle brand named BCBGeneration
August- Opens Hervé Léger by Max Azria Boutique in Geneva, Switzerland
June- Co-hosts the Whitney Art Party Benefit with Rachel Bilson in New York; EV Day/Hervé Léger artist collaboration is unveiled and auctioned off at event
October- In recognition of the successful relaunch of the Hervé Léger brand, Max Azria is presented with the 2008 Fashion Excellence Award at the 33rd Annual Dallas Fashion Awards.
November- Opens Hervé Léger by Max Azria boutique on Market Street in San Francisco, California.
2009
April-
• Celebrates the 20th Anniversary of BCBGMAXAZRIA.
• Opens first six BCBGMAXAZRIA boutiques in Germany, in Berlin, Munich, Cologne, Dort, Hamburg and Sylt.
June-
• Announces new brand called Miley Cyrus & Max Azria, to be sold exclusively at Wal-Mart.
• Announces the appointment of Joyce Azria, daughter of Max Azria, as creative director of BCBGeneration.
August- Miley Cyrus & Max Azria collection debuts at Wal-Mart.
November- Signs licensing agreement with Trebbianno LLC to produce a jewelry collection for BCBGeneration.
2010
April- Signs licensing agreement with New Wave Fragrances to develop a women's fragrance for BCBGMAXAZRIA.
June- Co-hosts the Whitney Art Party Benefit with Emilie De Ravin in New York.
August- Launches BGBGeneration jewelry collection
September- Acquires with Nicolas Berggruen the Karstadt department store chain in Germany
October-
• Lubov Azria becomes a member of the Council of Fashion Designers of America
• Launches Hervé Léger Femme and Homme fragrances with Avon.
November- Co-hosts cocktail reception in honor of The Artist’s Museum exhibition at The Museum of Contemporary Art, Los Angeles |
