By Hillary Latos
In the fickle world of fashion Max and Lubov Azria have proven that two great minds are better than one. Married for over twenty years, they emulate the perfect balance of yin and yang- he’s the visionary that wants to conquer the world and she’s the detail oriented creative director that executes and oversees the designs and image. From its origins as an affordable luxury line of American sportswear with a European flair, BCBG has grown from a few stores in Paris to a global empire with over twenty brands with 550 boutiques worldwide. It is true to say then that the Azrias have come to embody the spirit of their brand “Bon chic bon genre” a French term that refers to “good people with good taste”.
How would you describe the women for each line that you design for- Herve Leger and BCBGMaxAzria?
We are designing for every woman. Our focus has always been to make women look and feel fabulous while keeping the process of getting dressed effortless. Our women do it all and need chic, easy options that match their fast-paced lifestyles. BCBGMAXAZRIA provides sophisticated and wearable pieces that address all aspects of a woman’s lifestyle and lets her feel confident and beautiful in every moment of her day. It is luxurious, tasteful and chic. The brand embodies a true combination of European sophistication and American spirit. HERVE LEGER is about glamour and sensuality – we maintain the couturier heritage while evolving through our distinctive Azria spirit. It is exclusive, intimate and unforgettable while paying tribute to modern femininity.
What is it like to design with your spouse?
I think it’s about respect. It goes beyond love. If you respect, you love. We are each other’s main source of support - both professional and personal.
How has the direction changed from the origins of Herve Leger’s bandage dress?
We are constantly trying to re-think the materials and silhouettes to evolve the traditional bandage dress which lately means a-line shapes, ombre hand painted bandages, engineered pleating, studs, fringe, set-in panel beading and jacquard. For Fall 12 we added more sportswear, outerwear and accessories.
Where did you find inspiration for the latest Fall collections presented during Fashion week- BCBG and Herve Leger?
For BCBGMAXAZRIA, the inspiration was an artful proposition: harmoniously synthesize shape and color in new elongated proportions, fusing form and function to create a geometric abstraction of Bauhaus style. Hue, space and light create a composed palette, manifesting an architectural aesthetic. Lightweight silks, chiffons and crepe de chine were juxtaposed with woolen and luxe outerwear.
Hervé Léger by Max Azria Fall 2012 was a study in seduction and restraint. The collection depicted a story of feminine strength through equestrian-inspired harnesses and iconic signature couture techniques. Structured clutches and corset boots balance precision details to create a visionary collection.
Do you have any pre or post fashion week rituals?
Before fashion week begins, I like to fuel up on raw food and spend time with my family. Post fashion week, you can find me at the 24-hour Korean spa.
Being bicoastal, what are some of your favorite things to do or places to see when you come to NY?
During my last trip to the city, I took my daughters to see the Broadway play, “Spiderman.” It was spectacular. You don’t get talent like that anywhere else in the world.
What is next on the horizon for the growing BCBG empire?
As a lifestyle brand, our goal is to provide women with chic, effortless looks for every aspect of her life. Our goal is to continue to expand our product offerings and explore new categories.