Inspired by the modern woman with a youthful attitude, BCBGeneration, originally launched in Fall 2008, is an ageless brand created for all generations with a complete lifestyle offering that balances a feminine, sexy aesthetic with an eclectic, urban sensibility.
Joyce Azria, BCBGeneration’s Creative Director and daughter of Max Azria oversees all customer touch points for the brand, including design, creative and marketing for apparel and accessories. Her first collection debuted for the Fall/Holiday 2009 season.
Let’s learn more about this fashionista who’s making trends and looking fabulous while doing it!
I was born and raised in Paris, France, and am the eldest daughter of designer Max Azria. As creative director of BCBGeneration, BCBGMAXAZRIAGROUP’s exciting young contemporary brand, I bring both business sense and fashion direction to the company. Coming from a family with six children, and being a mother to three young kids, and a wife; I consider myself quite the multi-tasker. Regardless of how full my hands are, I always make sure to leave time to Instagram and join Lord and Taylor for their Fashion’s Night out! In my down time you can find me hanging out with my kids, or cooking. Feeding the people I love is my passion!
Prior to her current role, Joyce Azria launched and served as Design Director of BCBGMAXAZRIA swim from 2002 to 2004. In 2004 she launched her own venture JOYANN, a high-end contemporary brand, which was carried in over 500 boutiques worldwide. Following the success of the brand, Joyce Azria took time off to focus on starting a family before joining BCBGeneration.
How did you become the Creative Director for BCBGeneration?
I have been in the industry since the age of 16, and after leaving BCBGMAXAZRIAGROUP, my father suggested that I come back and take a look at BCBGeneration. After my very first day, I knew I was the perfect fit for the job. I love working with my father, but this time it is a brand of my own. It feels so good to be back in the family business and to have my father and Lubov there for me, while still having the freedom to design my own line.
Do you love fashion and style?…Why?
I always knew that fashion would be where I would end up. I’ve been an avid shopper since I was young and I have always been a lover of vintage finds. It has never been a better time to admire the styles of fashion icons and find inspiration through all social media outlets.
What is it like being the daughter of such a famous fashion designer?
Being the daughter of Max Azria definitely has its perks. While having a great wardrobe is on the top of the list, having the opportunity to meet inspirational people and industry professionals is also amazing. Growing up alongside a man who I’ve always admired and love to learn from isn’t too bad either!
Tell us about the creation process from design to manufacturing..Including where all of this takes place?
Working for BCBGMAXAZRIAGROUP is truly an amazing experience. From the ease of designing to the facility of manufacturing, it is all down to a science. The design process starts out by choosing colors, prints, and fabrics, and then put it all to a story. From there, the collection is presented to the buyers and projections are collected. Production gets to work placing fabric and trim orders and booking factories to produce the goods. And that is the shortest way to explain a very long process!
What do you love most about your work?
I love that I work with my family. It is both a luxury and a challenge!
Where do you get your design inspiration?
I think that all designers are truly inspired by everything that surrounds them, from travel to everyday life. Being a Creative Director is about instinct, and the follow through with the creation of your instinct.
Offering a broad range of fashion and style with youthful looks, BCBGeneration is designed to take women from day to night and work to weekend. Retail price points for the collection range from $28-$98 for tops, $58-$118 for sweaters, $88-$158 for dresses, $98-$298 for outerwear and $88-$148 for bags. BCBGeneration is available in thirteen namesake retail boutiques nationwide, as well as at select department stores, such as Macy’s, Bloomingdales and Nordstrom and top specialty boutiques.
What can BCBGeneration fans look forward to in the future of the line?
We are continuing our lifestyle product which provides great trends. BCBGeneration fans can look forward to on-trend and contemporary clothing in stores all over the country.
In a very short time, the BCBGeneration collection has become a favorite of young Hollywood style-setters such as Lauren Conrad, Michelle Trachtenberg, Demi Lovato and Alyson Hannigan, to name a few.
BCBGMAXAZRIAGROUP designs, develops, produces and markets complete collections of women’s ready-to-wear and accessories, each known for being at the forefront of creativity, quality and style. The Group is a worldwide leader in ready-to-wear, encompassing a portfolio of over 20 brands, including BCBGMAXAZRIA, Max Azria, Hervé Léger by Max Azria and BCBGeneration, among others, and a retail and wholesale network that includes more than 13,500 points of sale throughout the world.
Get up close and personal with Joyce Azria now: