BCBG originally got its name from the Parisian phrase "bon chic, bon genre" meaning good style, good attitude. This Parisian term virtually sums up the style of BCBG designs. Initially launched in 1989, this designer label�s success came quite quickly. Most high profile labels take years to achieve the equivalent amount of success that Max Azria has experienced in his short career. This impressive label is quickly becoming a leader in the fashion industry and is currently one of the most desired labels on the market.