By  on May 6, 2019

Max Azria, one of the most powerful apparel titans to emerge from the L.A. fashion scene in the last three decades, died at a Houston hospital on Monday, WWD has confirmed. The cause of death was lung cancer.

Born in Tunisia, Azria moved with his family to France when he was a teenager. He got his start selling jeans imported from America, then managed his parents’ apparel manufacturing business. He moved to Los Angeles in 1983 and opened a chain of multibrand retail stores called Jess, before creating BCBG, which stands for “bon chic, bon genre,” meaning “good style, good attitude,” in 1989.

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