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Joyce Azria exits BCBGeneration to launch own line

Joyce Azria exits BCBGeneration to launch own line

Joyce Azria has exited her post of creative director of BCBGeneration to launch her own line.

Joyce, the daughter of famed designer Max Azria, joined the family company straight out of college and has helmed the contemporary brand since 2009. But in May (16), she decided it was time to branch out on her own and started Avec Les Filles, which is aimed at Millennial women.

Funded by non-family members and private investors, Avec Les Filles means “with the girls” in French and provides Joyce with a new platform to connect with the younger customer.

Avec Les Filles’ spring 2017 line will debut to buyers in Los Angeles this week (ends07Aug16), and will also feature accessories, including shoes, bags, hosiery, hats, and scarves.

“Most brands aimed at Millennials start around price, but we know that girls shop up for accessories,” Joyce told WWD. “She can buy Chanel off Tradesy and get her clothes at Target. She’ll figure out a way to afford that Rebecca Minkoff bag.”

Avec Les Filles will also include higher end product, such as leather bags, shoes, jackets and even fine jewellery, which Joyce believes young women will purchase for themselves. Priced from $18 to $600 (£13-£455), the 35-year-old is keen to try out a new business model.

“It’s been exciting to build a brand that is in sync with the pace of the actual customer. It’s disruptive on a large scale,” she explained. “Girls shop high and low, and retailers can decide where certain products work for them.”

And the new venture couldn’t have come at a better time for Joyce, whose father left the role of chief executive officer at BCBGMaxAzria Group when majority stakeholder Guggenheim Partners took financial control of the company that he founded 30 years ago earlier this year (16). His wife, Lubov, remains creative director of the BCBG and Herve Leger brands.

“I had been super happy running Generation and seeing it grow, but it was very much from behind the veil of my father’s company,” she said.

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