Bon Chic, Bon Genre. Good style, good attitude. That is what BCBG stands for and portrays in all of its brands. Chief Creative Officer at BCBGMAXAZRIA, Lubov Azria is the leading femme of the company, and breaks down her story to Style Solutions. From creating the first BCBGMAXAZRIA fragrance and sharing her closet 411 to her NY obsession and more, indulge!
S: Tell me about your role at BCBGMAXAZRIA.
L: There isn’t a standard day at our office because everything is constantly changing and each day is a different challenge! I work with designers for BCBGMAXAZRIA Runway and ready-to-wear and Hervé Leger, fit 52 styles, work with merchandisers, meet with marketing, approve the window concepts, finalize handbags for market, and sign fabric specs. I have my hands on every aspect of the brand–I live and breathe it!
S: How has Hervé Leger changed since being acquired by BCBGMAXAZRIA?
L: Herve Leger is about glamour and sensuality. We maintained the couturier heritage while evolving through our distinctive Azria spirit. It is exclusive, intimate and unforgettable while paying tribute to modern femininity.
S: What was the process like for creating Within?
L: Fragrance has just as much impact in expressing one’s self as fashion does, and it can sometimes be the most alluring accessory. When a woman puts on a fragrance it smells different on her than anyone else. The development of the fragrance was a bit of a journey–I thought of the BCBG woman, incredibly polished and stylish, owning her femininity with a gentle confidence as she has the world at her fingertips. I used the most luxurious ingredients in the perfumer’s palette for she is just as exquisite as these elements. The packaging is designed to resemble hourglass curves with sophisticated elegance and a touch of tempting mystery.
S: Let’s chat about your closet!
L: Luckily, I started with a great space that already took care of my fundamental needs: large size, good lighting, and full-length mirrors. With the basics covered, everything else was icing. I definitely took into consideration functionality: hanging versus shelving, cabinets versus roll-out trays, even boots versus flats. In the end, it wasn’t a science. With so many daughters, my closet becomes a haven for women between the ages of 15 and 30, therefore I incorporated plush carpet and seating to create an inviting and welcoming atmosphere. I believe if you incorporate your own style, you can bring a trend back and make it your own. I’m a big fan of the designs coming out of Japan: Rei Kawakubo and Junya Watanabe are true innovators in the industry. I admire designers who can truly look outside the box and create art that’s ahead of our time.
S: What are some of your favorite décor elements in your LA home?
L: The décor is inspired by our different travels and favorite hotels and restaurants. There is a touch of Hollywood Regency in addition to a worldly influence, with Max’s French background and my Ukrainian heritage, bringing an international spirit to our home. We named it “House of the Sun” because of the many antique French soleil mirrors covering the walls. My purpose of remodeling this home was to create the ultimate playground for my family and friends.
S: New York obsession, please!
L: Every time I’m in NY, I’m drawn to ABC Carpet. My secret obsession is lighting fixtures–is it odd that I love chandeliers?
S: The feeling is mutual. Tell me about the grand finale of your fashion shows where you join your husband on the runway.
L: It is the best part of every runway – it is the moment that showcases our shared passion, our love and the strength of our brand.
S: What’s a piece of advice that you’d like Style Solutions readers to know?
L: Having great style in not about following the trends. It’s about feeling good, showing that confidence to the world, and wearing something that highlights your best asset.
