The design philosophy of this store is “Bon Chic Bon Genre – a global vision of good style, good attitude. Highest standard of creativity, innovation, and quality in design.”

Designed by Max Azria since 1989, in close cooperation with his wife, Lubov Azria, the brand’s Chief creative Officer, the label has legions of celebrity clients, 475 retail boutiques worldwide. Collections include fabulous evening dresses, swimwear, denim, footwear, handbags and small leather goods.

The brand has a few offshoots, including the more casual BCBGeneration, the more upscale Max Azria Collection, and BCBGirls footwear.

In 1998 BCBGMAXAZRIAGROUP acquired the esteemed Hervé Léger fashion house, marking the first time in history that a French couturier had been absorbed by an American designer. The Azrias relaunched the Hervé Léger label in early 2007 with their own designs, but keeping the best seller bandage dress, which  molds and shapes the wearer's figure with its signature bandage-like strips, and which have since been embraced by celebrities such as Kate Winslet, Diane Kruger, Rihanna, Gwyneth Paltrow, Jennifer Lopez and Catherine Zeta-Jones.

The BCBG brand is described as "a blend of European sophistication with the ease of the American lifestyle" by designer Max Azria. Always on the forefront of fashion, BCBGMAXAZRIA is the premier lifestyle collection for the modern woman, and luckily in Lisbon, the store can be found a 5 minute walk from the Hotel!