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Subject: Max Azria, founder of fashion company BCBG Max Azria

He was 70
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Date Posted: Tuesday, May 07, 06:53:27pm

Designer Max Azria has died at the age of 70. BCBGMAZRIA on Tuesday confirmed his death in a touching Instagram post.

"We are deeply saddened to learn of the passing of Max Azria. Max was a true visionary, who defined the Contemporary Fashion category," the company wrote. "BCBG stands for Bon Chic, Bon Genre or 'good style, good attitude,' which reflects the legacy of the man himself, one we are committed to preserving in his honor. Our deepest condolences to the Azria family."

Destiny's Child singer Michelle Williams commented on the post, writing in part, "My heart goes out to his family and those who worked with him through the years!! He was so kind and gracious and would invite me and a host of others to his home for Shabbat."

The designer's daughter Joyce Azria also took to social media to share heartfelt messages from friends and family on her Instagram Story.

According to Women's Wear Daily, the fashion luminary died Monday in a hospital in Houston, Texas, after battling lung cancer. He is survived by his wife, Lubov, and six children.

In 1989, Azria founded BCBGMAXAZRIA, and in 1998 he acquired French fashion label Herve Leger, which he relaunched in 2007 with a line of curve-hugging bandage dresses that have become synonymous with mid-2000s style. In 2008, Azria launched BCBGeneration, a label created for a younger demographic.

Halle Berry, Drew Barrymore, Fergie, Britney Spears, Kim Kardashian, Miley Cyrus, Lindsay Lohan and Paris Hilton, among other stars, have often worn Azria's designs. Along with its red-carpet atelier and New York Fashion Week collections, the BCBG brand also included a ready-to-wear line found worldwide in department stores.

In 2017, about five months after BCGB filed for bankruptcy, Marquee Brands acquired BCBG and Herve Leger for $108 million.

BCBGMAXAZRIA in January celebrated its 30th anniversary with a spring-summer 2019 Modern Goddess campaign starring supermodel Rosie Huntington-Whiteley.


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