News & Runway

Lubov Azria of BCBGMAXAZRIA: A tFS Exclusive Interview



When it comes to multi-tasking mavens in the fashion industry, Lubov Azria, wife of designer Max Azria and BCBGMAXAZRIA’s Chief Creative Officer, ranks high among the most awe-inspiring. Multi-tasking marriage, children, and a high-powered fashion career, Lubov oversees a veritable fashion empire. We spoke to the designer about what it’s like working with her husband, what’s in store for New York Fashion Week next week, tips on balancing a jam-packed list of responsibilities, her wardrobe essentials, and more…

The Fashion Spot: How do you and Max Azria work together in conceptualizing each of your BCBG collections? Are your visions usually in sync? If not who gets the final word?

Lubov Azria: We actually suit each other perfectly when it comes to work—Max approaches things with a big-picture perspective, and I’m all about the details. We tend to be in sync on the collections, which is really nice. 

tFS: What can we expect for F/W 2011 from BCBG?

LA: You can expect new silhouettes, new proportions and lots of great color in the Fall 2011 BCBGMAXAZRIA Runway collection.

tFS: What celebrities might we expect to see front row at your show?

LA: I expect to see a lot of familiar faces at our shows this season.

tFS: So many celebrities have worn BCBG – any stand-out red carpet moments? Who would you love seeing in your line that hasn’t yet worn it?

LA: I thought Angelina Jolie looked so stunning and timeless in a black halter BCBGMAXAZRIA gown at the Berlin premiere of Salt, but really, there are so many. I’d love to dress either Julianne Moore or Vanessa Paradis, two naturally beautiful women who carry themselves with such poise and elegance.

Poppy Delevigne at BCBGMAXAZRIAAshlee Simpson at BCBGMAXAZRIA

Ashlee Simpson at BCBGMAXAZRIA, Poppy Delevigne at BCBGMAXAZRIA

tFS: Is the BCBG woman different from the Max Azria woman? The Herve Leger woman? If so, how?

LA: Although they share some qualities, like confidence and individual style, each woman is distinct. BCBGMAXAZRIA is very lifestyle-driven, bringing chic, effortless style to every moment of her day, while Max Azria is more of an artist, a visionary—she creates her own style every time she gets dressed. The Hervé Léger woman is very strong, confident, sensual and intelligent. She doesn’t have to try to be sexy or alluring, she just is.

tFS: How do you balance work with family life? Any tips for working mothers?

LA: I do not bring work home and try (hard) to have as flexible a schedule as possible so I have time for my children. It seems hard sometimes to juggle everything, but that’s what life is all about. The important thing is to approach everything with love.

tFS: The fashion industry is notoriously cut-throat – any tips for up-and-coming designers on how to survive with your self-esteem in tact? 

LA: Follow your vision and stay true to who you are. Surround yourself with people who bring out the best in you and who encourage and help you to grow. 

Spring 2011 BCBGMAXAZRIA Runway shottFS: What’s one luxury item you’re lusting over right now?

LA: The bright fur stoles that Prada showed on the runway for Spring, especially in fuchsia and yellow. 

tFS: What was the first designer item you ever bought? 

LA: A pair of Joan & David boots that I wore to pieces. I certainly got every penny’s worth from that purchase! 

tFS: Are there any areas in which BCBG has not yet expanded that you hope to dabble in? 

LA: There are lots of areas I’d like to dabble in that we haven’t already, like lingerie or a home collection.

tFS: What current trends do you love? Hate? 

LA: I love the very clean, modern look that’s happening now, like at Celine. There’s not really anything I hate, though I’m not a huge fan of the high-waisted bell bottoms that are coming back around.

tFS: What are your favorite shops? 

LA: Comme des Garçons in Japan, Maison Martin Margiela and Barneys New York.

tFS: What items do you never leave home without?

LA: My iPad and Aquaphor lip balm.

tFS: What are the essentials that every woman should have in her closet for Spring 2011?

LA: A loose-fitting white blouse, cute tailored shorts, a dress or top in a vibrant scarf print, a little white dress, gold jewelry and an exotic snakeskin accessory, like a heel, belt or handbag.


Stay tuned for theBCBGMAXARIA Fashion Week Diaries on theFashionSpot next week! Lubov Azria will be giving us an exclusive behind-the-scenes peek at her entire runway process leading up to NY Fashion Week. Starting Monday, her daily diary will give a firsthand account of the final planning stages of the show through February 10 when her show goes live at Lincoln Center. The daily features will include footage of the designer at work, images of the collection and diary entries from Lubov herself.