Lubov Azria – American fashion designer Photographed by Vital Agibalow.
Azria is the Chief Creative Officer of BCBG Max Azria Group, a global fashion house with over 20 brands.
Azria joined BCBG Max Azria Group in 1991 after a mutual friend referred her to the company’s founder, and her future husband, Max Azria. As chief creative officer, Azria leads the company’s design team and oversees marketing and merchandising for the group’s more than 20 labels, which include the core brand BCBG Max Azria and the high fashion labels BCBG Max Azria Runway, Hervé Léger and Max Azria.
Of her close working relationship with her husband, Azria explains, “We’re a great combo. Max is the visionary, and I’m more detail-oriented. It creates the perfect balance.”
Azria is often called the muse of BCBG Max Azria Group, being the design inspiration for her husband and even insisting on fitting the pants on herself. She defines style as “grace, confidence and effortlessness,” and describes her personal style as “independent, free and chic.”
In 2006 Azria and her husband debuted the collection Max Azria, and BCBG Max Azria, in two shows during New York Fashion Week. In February 2008, the couple added the brand Hervé Léger by Max Azria to their lineup, marking the first time in history that an American designer produced three different fashion shows during one New York Fashion Week. After each show, Azria, typically dressed in one of the collection’s looks, joins her husband on the runway to address the audience.
Azria partnered with perfumer Sarah Horowitz-Thran to create BCBG Max Azria’s first fragrance, called Within, which launched in stores across the United States in November 2009. Azria was involved with the development of the scent, and Horowitz-Thran calls her the inspiration behind it. Azria’s image is on the packaging as well as the bottle she says, “because this is something that I feel strongly about. There is a real person behind the vision.”
Azria uses social media to connect with customers. “You don’t always have to be right,” she has said, “but you have to be focused on the customers’ needs.” She maintains a blog with behind-the-scenes information and creative inspiration, and she frequently updates the company’s Twitter page. Azria has said that she watches “the TED conference incessantly” and that browsing YouTube is her “favorite part of the day.”
In 2010, Azria was recognized for her work as a designer with membership in the Council of Fashion Designers of America (CFDA), inducted as part of its Class of 2010