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Max Azria is a Jewish Tunisian fashion designer who founded the popular midscale women's clothing line BCBG in 1989. Originally from Tunisia, Max Azria moved to the United States to enter the fashion world. Moving to California, he created BCBG, an acronym for the French saying bon chic, bon genre, which in English means "good style, good attitude." Max Azria's wife Lubov Azria run's all aspects of the company with him, she decides on the style influences for each season and the store decor. BCBG was designed to bring European sophistication to American women. BCBG's trendy, chic, and unique styles and patterns were immediately popularized in California and throughout the West Coast, becoming particularly favored in Washington, Arizona and Nevada. After the company opened a flagship store in New York City, BCBG became internationally known in the fashion world. Max Azria later created an upscale collection known as The Max Azria Collection sold only through selected company-owned boutique stores, before launching BCBGirls, BCBG//Attitude, To The Max, Parallel and acquiring the Hervé Léger label. The company has recently taken over the Rave, G+G, and Ravegirls stores and created Max Rave - a line of clothes that are for juniors and are accessible at cheaper prices than the couture brands but with the same high quality. The company opened its first freestanding "Max Azria" boutique on Los Angeles' Melrose Avenue in 1993.