BCBG

In 1989, Azria launched BCBGMAXAZRIA, named for the French phrase "bon chic, bon genre," a Parisian slang meaning "good style, good attitude". Azria was credited for offering designer fashion at affordable price points and, as a result, was inducted into the Council of Fashion Designers of America (CFDA) in 1998. The BCBGMAXAZRIA Runway collection was first presented at New York Fashion Week in 1996. Azria also maintains two eponymous designer collections, Max Azria Atelier and Max Azria. Launched in February 2004, Max Azria Atelier is a collection of couture gowns created for celebrity clients and red-carpet events. Sharon Stone, Halle Berry, Fergie and Alicia Keys have worn the label on the red carpet. In February 2006, Azria debuted Max Azria, a ready-to-wear collection with a directional aesthetic, on the runway at New York Fashion Week. During the 2009 awards season, Angelina Jolie wore Max Azria to the 2009 Screen Actors Guild Awards and the 2009 Critics Choice Awards.

Azria acquired the Hervé Léger fashion house in 1998, marking the first time in history that an American designer had acquired a French couturier. In early 2007, Azria relaunched the Hervé Léger label with his own designs, which were quickly embraced by celebrities and trendsetters worldwide. Beyoncé Knowles, Jennifer Lopez, Catherine Zeta-Jones and Kate Winslet are among the celebrities who have worn the label for red carpet events.

In Fall 2008, Max Azria presented BCBGMAXAZRIA Runway, Max Azria and Hervé Léger by Max Azria at New York Fashion Week, marking the first time an American designer produced three major fashion shows during one New York Fashion Week.

Azria launched a young contemporary collection called BCBGeneration in 2008. In June 2009, Azria teamed up with Miley Cyrus to create a line for Walmart called Miley Cyrus & Max Azria. Azria also designed clothing for Cyrus' 2009 American tour.