Max Azria, the founder of fashion brand BCBGMAXAZRIA and the former designer behind red-carpet staple Herve Leger, has died at the age of 70.
The fashion designer, who was known for dressing major celebrities such as Taylor Swift, Kim Kardashian and Miley Cyrus, passed away on Monday in a Houston hospital after a battle with lung cancer, according to Women’s Wear Daily.
The creative director was born in Tunisia in 1949, but grew up in France before moving to the United States and leaving an indelible imprint on the aesthetic of West Coast fashion.
Azria launched BCBGMAXAZRIA in 1989 — BCBG being the French acronym for “bon chic, bon genre,” meaning “good style, good attitude” — and quickly became a staple of New York Fashion Week.
He later acquired French fashion label Herve Leger as well as launching a junior’s label, BCBGeneration, naming his eldest daughter Joyce as creative director.
Azria is survived by his wife, Lubov Azria, the creative director at BCBGMaxAzria Group, and six children: Michael, Chloe, Marine, Agnes, Anais and Joyce.
Reps for Azria didn’t immediately respond to a request for comment.
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