NEW YORK — The brand formerly known as BCBG Max Azria Collection will now be called Max Azria Collection.
The name change is effective with the fall collection to be shown Monday during fashion week here and exemplifies the company’s new strategy of evolving the collection to a higher level.
“I have been evolving my runway collection over the years and today it has truly become a separate entity from my more commercial BCBG Max Azria line,” Max Azria, designer and chief executive officer of BCBG Max Azria, said in a statement. “With significantly higher price points, this line is very exclusive and allows me to be much more creative with design. Officially changing the name represents a significant and exciting step for us in the process of the line’s evolution.”
Max Azria Collection retails between $300 and $2,000 and is available at stores such as Neiman Marcus, Saks Fifth Avenue and Bloomingdale’s, in addition to 25 select BCBG Max Azria boutiques in the U.S., including one slated to open here in May on Fifth Avenue in the Flatiron District. There are more than 200 BCBG Max Azria stores in the U.S.
BCBG Max Azria is the company’s commercial contemporary line. The retail price range is between $150 and $600. BCBG Max Azria is available at Bloomingdale’s and Nordstrom, in addition to freestanding boutiques.
Max Azria Atelier is a collection of made-to-order gowns designed for celebrity clients and red-carpet events. Prices for the collection range from $10,000 to $50,000.