Fashion designer Max Azria dies

Fashion designer and entrepreneur Max Azria has died.One of the most influential names in the Los Angeles fashion scene, Azria passed away at a Houston, Texas hospital on Monday. He was aged 70. According to WWD, Azria had been battling lung cancer. No…

Fashion designer and entrepreneur Max Azria has died.

One of the most influential names in the Los Angeles fashion scene, Azria passed away at a Houston, Texas hospital on Monday. He was aged 70.

According to WWD, Azria had been battling lung cancer. No further details are known.

Born in Tunisia, the star grew up in France before relocating to Los Angeles in 1981, where he first launched a line of women’s apparel known as Jess, and set up BCBG Max Azria eight years later. Named after the French phrase “bon chic, bon genre,” the brand quickly built up a reputation for its designer looks at affordable price points, and was eventually expanded to included two high-end collections, Max Azria Atelier and Max Azria.

Launched in 2004, the Atelier line mostly focused on couture gowns for celebrity clientele, with fans including Sharon Stone, Fergie, Alicia Keys, Angelina Jolie, and Halle Berry.

Azria also acquired the Herve Leger fashion house, known for its bandage dresses, in 1998, adding to his empire of labels under the BCBG Max Azria Group.

However, the businessman departed BCBG in 2016, and following a period of financial troubles, executives were forced to file for bankruptcy the following year, with the company eventually sold to Marquee Brands and Global Brands Group.

Azria was inducted into the Council of Fashion Designers of America (CFDA) in 1998.

He is survived by his wife Lubov Azria, the former chief creative officer of BCBG Max Azria Group, and their three children, as well as his three adult children from a previous marriage.

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Rosie Huntington-Whiteley tapped for BCBG Max Azria’s spring ads

Rosie Huntington-Whiteley has been tapped as the new face of BCBG Max Azria.The English rose will front the spring 2019 adverts, modelling romantic floaty dresses, sleek silhouettes, and chunky jewellery.”The clothes really convey everything. I think t…

Rosie Huntington-Whiteley has been tapped as the new face of BCBG Max Azria.

The English rose will front the spring 2019 adverts, modelling romantic floaty dresses, sleek silhouettes, and chunky jewellery.

“The clothes really convey everything. I think the messaging is about an ambitious woman, positive, upbeat,” Rosie said in a statement. “She’s a go-getter and she wants to be stylish and put together at the same time.”

Stylist to the stars Kate Young, who counts Natalie Portman, Michelle Williams, and Sienna Miller as clients, has also joined the BCBG team, as creative consultant.

It’s a new venture for Kate, who’s a long-time fan of the U.S. brand, which was founded by Tunisian designer Max Azria in 1989.

“I’ve consulted for many brands, but no one really does this,” she mused. “I have a sort of old school love for the brand. For me, it has this association with moving to New York, which sort of goes with the ambitious working stylish girl. It’s fun collaborating together on colours and shapes. I’m just trying to bring a little of my aesthetic in.”

Following Azria’s exit in 2016, the label was sold to Marquee Brands and Global Brands Group in 2017 after filing for bankruptcy.

Kate has been quietly working in her new role for nearly a year, under creative director Bernd Kroeber, who praised her “refined” eye and sensibility. Power suits, sweater dresses, a pyjama set, and denim and ruffled dresses also make up the new collection.

“Most women have different sides to themselves. This season it’s more of an ageless tribe instead of thinking, ‘What does a 20-year-old need versus what does a 50-year-old need?’ It’s actually the same woman, just different aspects of her life,” the stylist added.

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Herve Leger taps new creative director

Herve Leger has hired a new creative director.Founded in 1985 by designer Herve Peugnet, the French fashion house won acclaim in the 1990s for its striking bandage dresses, with celebrity fans including Gisele Bundchen, Beyonce and Victoria Beckham.Whi…

Herve Leger has hired a new creative director.

Founded in 1985 by designer Herve Peugnet, the French fashion house won acclaim in the 1990s for its striking bandage dresses, with celebrity fans including Gisele Bundchen, Beyonce and Victoria Beckham.

While the Herve Leger brand has experienced a lot of upheaval in recent years, fashion publication WWD reports that Christian Juul Nielsen has now been named as the company’s latest design director.

Little is known about Nielsen, but according to his LinkedIn page, he previously worked at Christian Dior, Oscar de la Renta and J. Mendel in senior creative roles.

In addition, he has acted as creative director of contemporary womenswear label Land of Distraction since November 2016. Launched by Danita Short, the label’s main inspirations include rock ‘n’ roll, motorcycle culture and the style of the 1970s, with it believed that Nielsen will continue in his role at the business.

“It is understood that he will continue at the start-up brand while bringing a shot of energy to the Herve Leger brand,” editors at WWD report, adding that they anticipate he will unveil his first collection during New York Fashion Week next month.

Ownership of the Herve Leger label has changed hands numerous times since its inception. Designer Peugnet, also known as Herve L. Leroux, lost control of the company and commercial use of the name when it was purchased by the BCBG Max Azria group in 1998.

It remained within the BCBG Max Azria portfolio until executives from that company filed for Chapter 11 bankruptcy protection in early 2017, with Herve Leger first sold to Marquee Brands, and then to Authentic Brands Group.

Peugnet died at the age of 60 last October.

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