BCBG (Bon chic, bon genre=French for "good style, and good attitude") is a line that exudes European sophistication and American spirit. Designer Max Azria, started the line in 1989 in order to offer quality pieces at contemporary price points. With boutiques all over the world, Azria continues to create collection that speak to the current moment. Max Azria was inducted into the Council of Fashion Designers of America (CFDA) in 1998, and his wife and design partner, Lubov Azria, was inducted in 2010. The duo is also renowned for acquiring and relaunching the Herve Leger fashion house in 2007.