No one knows this better than couturier Max Azria, who has spent the past 22 years designing clothes that allow women to not just look great, but also have oodles of attitude. Helming three different fashion runway brands, BCBGMAXAZRIA, Max Azria and Herve Leger , Azria is a master at marrying fashion sensibilities with what the marketplace wants. His eponymous label BCBGMAXAZRIA, launched in 1989, is a perfect reflection of this spirit, providing effortlessly chic looks for the contemporary woman. The brand name itself is inspired by a marriage of fashion and attitude: the letters “BCBG” stand for the French words bon chic, bon genre, which translate as “ good style , good attitude ”. In an exclusive e-mail interview with Star2, the 62-year-old French designer, currently based in Los Angeles, shares that he always has a specific type of woman in mind when he designs for the label. “The BCBGMAXAZRIA woman lives a dynamic life. She juggles work, family and travel, and still takes the time to make sure she looks and feels great. Our label has always focused on making women look and feel beautiful. Each of our collections offer a combination of quality, luxury and accessibility,” says Azria. He points out, however, that the label’s outlook is a continuously changing one. “Our woman has evolved a lot since we first started. She has become more well versed in fashion, and open to taking risks with her style. This has allowed us to grow as a brand and become more versatile with our products.”