Designer Max Azria believes that the attitude and spirit of a person is more important than physical beauty. The man who founded the highly successful BCBG label 10 years ago says his vision is to interpret the attitude of a woman. BCBG stands for bon chic, bon genre, a French expression which means good style, good attitude - which describes the frame of mind the wearer of Max's designs should be in. 'The weakest part of a woman is her self-confidence,' says Max, who was in town recently to promote his clothes, which are sold here by Lane Crawford. 'And I help a woman become more confident by designing clothes which are comfortable and make them feel good.' BCBG's designs are sought after by stars like Madonna, Rene Zellweger and Sharon Stone, who sent Max a magnum of champagne to thank him for a little red dress she wore when her husband proposed. 'I don't see what the competition is doing because I don't want to be influenced,' he says. But he does pay attention to details, which make all the difference. 'Two pants may look the same on a hanger but when you wear them, the difference will show in the details.' Max started his own label after working in the business for more than 15 years. Today, the Frenchman's Los Angeles-based business has a turnover of US$260 million (HK$2 billion). For the spring/summer collection Max was inspired by the expanses of the Arctic landscape. In the autumn collection, women can expect emphasis on the back. 'The back of a woman is the last thing a man sees when she leaves the room. It's what a man remembers, so I've emphasised the details on the back.' But blatant sexuality is not his line. 'For me, its hidden sensuality which I incorporate in my clothes. You don't show everything at once or else there is nothing to show later.'