Chances are you've heard of Max Azria, the eponymous womenswear collection designed by Max and Lubov Azria. And chances are even greater that you own a piece of Max Azria. Or BCBG. Or Hervé Leger, both of which the Azria's also helm. Together, the husband and wife team have created a triple threat company with labels that appeal to women of all ages who are enamored of the designers' eclectically urbane point of view (Max Azria), fashionable work wear (BCBG), and sexy bandage dresses (Hervé Leger).
"Max was inspired to start the company by his daughters," says Lubov of the namesake line they launched in 2006. Adds her husband, "After eleven years of designing women’s wear in Paris and owning women’s boutiques in the United States, I felt it was a natural next step to launch a design house that spoke to modern women. The goal was to create a brand that offered European sophistication while still embodying the true American spirit." Done and done.
"Fashion is a practical application of the creative arts," explained Max. "It’s not enough to just design beautiful pieces—you also have to understand the marketplace and know your customer." To this end, they recently launched their first fragrance, BCBGMAXAZRIA, and are in the process of expanding their product offerings and exploring new categories, including the reintroduction of BCBGeneration denim after a three-year hiatus.
Says Lubov: "What I love most about fashion design is the seeing a woman feeling confident, beautiful and empowered in something we’ve made."
So Max and Lubov...
What did you have for breakfast this morning?
Max: Two espressos.
Lubov: Toast and coffee.
What's in current rotation on your iPod?
Max: Lubov’s music!
Lubov: Eighties music.
Ocean or mountains?
When you were 9, what did you want to be when you grew up?
Max: An actor.
Lubov: An artist.
What's your favorite winter sport to play? To watch?
Max: Since I live in Los Angeles, I don’t really have a favorite winter sport, but poker is definitely my favorite year round sport to play and watch.
Lubov: Ice skating.
What's your favorite store in the world?
Max: Barneys New York.
Lubov: Barneys New York in Manhattan.
How often do you get back to Tunisia (Max) and Kiev (Lubov) and how has it changed since you lived there?
Max: I try to go back every two years. I remain very attached to this country. Tunisia has changed since I lived there in many aspects, but every time I go back there is a particular smell that brings back my childhood memories.
Lubov: I last visited Kiev eight years ago. It has changed so, so much!
What is your favorite holiday memory?
Max: Being with Lubov.
Lubov: All of them! I love when the whole family is together.
What's the best holiday gift you've ever given? Received?
Max: A good wine.
What would people be surprised to learn about your partner?
Lubov: Max is very shy.
You have six children. What's life like at Chez Azria on a day to day basis?
Lubov: I don’t know…I’m at work!
Who wears the pants in the family?
Lubov: The nanny.
What's your favorite ballet?
Lubov: Swan Lake, because I danced it.
I know you're big fans of social media. What's your current favorite form of social media?
Lubov: Refinery 29 and BCBGMAXAZRIA Facebook.
What's your all-time favorite Youtube discovery?
Lubov: My daughter singing. She’s got over 30,000 hits so far.
What blogs or websites do you read daily?
Lubov: Style.com and WGSN.
What makes you nervous?
Lubov: My husband’s driving.
When are you happiest?
Max: When I’m with my family.
Lubov: When I am creating.