1981 [3] and launched Jess, a series of new-concept retail boutiques for women’s apparel.   BCBGMAXAZRIA In 1989, Azria launched BCBGMAXAZRIA, [1] named for the French  phrase “bon chic, bon genre,” a Parisian slang meaning “good style, good attitude”. [1] Azria was credited for offering designer fashion at affordable price points and,