Max Azria, the founder of BCBGMAXAZRIA, has died at 70 years of age. WWD confirmed that the designer passed away on Monday, May 6th at a hospital in Houston, Texas.
Azria started BCBG in 1989 after working in Paris for several years. The brand, which stands for “bon chic, bon genre,” or “good style, good attitude,” set out to bring French style to the American fashion scene. Over the years the brand has gone through several iterations, including the start of their lower priced sub-brand BCBG Generation.
In 1998, Azria’s company acquired the French fashion house Herve Leger. It was with this move, that his greatest legacy was born: the bandage dress. Herve Leroux, the founder of Herve Leger was known for straps and suiting, but it wasn’t until Azria stepped in that the iconic dress was born. In a 2017 interview with Glamour Lubov Azria, chief creative officer of BCBG Max Azria Group explained, “Bandage was only a small part of it, but it was what got the most attention so we realized that’s the essence of Hervé.”
The dress was worn by major celebrities like Cindy Crawford in the nineties and re-popularized by starlets like Lindsay Lohan, Rihanna, and Paris Hilton in the early aughts. And while its prominence has certainly shifted, the legacy of the designer and his dress that defined years red carpet style will live forever.
A Look Back Max Azria’s Iconic Bandage Dress In Photos