When it comes to totally on trend, super cute clothes, BCBGeneration is one of the first brands that comes to my mind. So, imagine how excited I was to chat with Creative Director, Joyce Azria (Yes, if you’re wondering she is the daughter of fashion mogul Max Azria) about her amazing style and get the inside scoop on the latest looks from BCBGeneration…
TH: Have you always wanted to go into the family biz?
JA: Absolutely! There was never a moment I thought I wouldn’t be involved. I love both my family and fashion so it was a perfect fit for me.
TH: You were born in Paris? How do you think women in France dress differently than women in the US?
JA: French women stick to a clean aesthetic and although they explore more in their accessories and new silhouettes, their style remains chic & timeless. I feel American women tend to be more daring with colors.
TH: What’s your favorite part of the fashion industry? Your least favorite?
JA: My favorite part of the industry is the customer touch point. I love the designing, the advertising, the BCBGeneration product itself... My least favorite part? The traveling. I know it’s important to see what’s going on in other countries in terms of fashion... I just miss my family so much when I am away!
TH: Tell me, what does BCBGeneration stand for?
JA: Bon Chic Bon Genre which means “good style, good attitude”. With the added Generation name, my father was seeking to reach out to a new generation of this timeless and chic sensibility.
TH: Very cool. So, over the years, how has your style changed?
JA: I’m passionate about the business I work in so as a result, I try to stay current and on trend - even as my life has transitioned from single girl to Mom. Dressing up everyday re-energizes me and keeps me fresh. Plus, I’m seriously obsessed with shoes.
TH: Who doesn’t love shoes! Speaking of staying on trend, what are the best new looks for Spring?
TH: Any tips on how to style the new season’s silhouettes?
JA: I think mixing high and low styles is totally cute. So, pair a cropped top with an elongated hemline or long loose shirts in sheer fabricswith high waist flares. Then accessorize with colorful jewelry and a bright handbag. It’s a very young and fresh look.
TH: Tell us about the new BCBGeneration collection – what was the inspiration behind it?
JA: Spring 2012 is a season where opposites attract and experimentation is encouraged. Mixing to match is the new norm. The inspiration is heavily based on 70’s nostalgia combined with the freewheeling nature of a cross-country jaunt. It’s feminine, and alluring but comfortable- pretty much what every girl wants to wear! The look is effortless but with a bit of eclectic glamour.
TH: I always see my fave celebs in BCBGeneration. Which celebs do you think really embody the brand?
JA: I love how Rihanna has been wearing our brand. She’s totally obsessed with our Gavin jean. She wore it twice in one week. Once to a Laker game and another time to an LA club! She also wore our seamless tube skirt, which was so cool; it was such an ode to the 90’s!
To view additional dresses, jumpers, jewelry and more from the Spring ‘12 BCBGeneration collection, check out macys.com