Designer Max Azria combines an aesthetic European sophistication and American spirit. Bon Chic, Bon Genre is the Parisian way to say Good Style, Good Attitude, and is the basis for an entirely apt acronym for this innovative designer. Azria has successfully redefined the designer category by offering high-quality dresses and women’s clothing at contemporary prices. His philosophy is to create real clothes for real women. Using texture, striking palettes and bright colors, Azria’s designs are brought to life with an ethereal and graceful allure.