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Lubov Azria

Chief Creative Director, BCBGMAXAZRIA

Lubov Azria lives a charmed life, no doubt, but make no mistake: she works hard for it. As chief creative officer to her husband Max’s eponymous brand (and the more than a dozen labels that fall under that brand), Lubov faces a new challenge every day: working with designers in runway and ready-to-wear, fitting styles, meeting with the marketing teams and merchandisers, and finalizing handbag designs. On top of all that, she is the veritable face of the brand, the leading lady behind—or alongside, rather—the famous man. Luckily, she has a gorgeous face, which brings us to the ‘charmed’ part: Lubov inhabits a sprawling designer-clad mansion in L.A. with Max and the younger of their five ultra-fashionable daughters and a son—the bringing together of their families when they wed in 1992 made them the Brady Bunch of style. This weekend, Lubov is in town to host and attend a handful of events, so we didn’t miss the chance to rack her brain on her style inspirations.


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BEAUTY MUST-HAVES>> scent: BCBGMAXAZRIA NAMESAKE FRAGRANCE // moisturizer: BCBGMAXAZRIA BODY LOTION // mascara: GREAT LASH LIMITED EDITION BCBGMAXAZRIA IN VERY BLACK BY MAYBELLINE // lip care: AQUAPHOR LIP BALM // nails:  OPI’S NATURAL SHADES OF NUDE AND SAND (BCBG made exclusive polishes for the fall runway shows this past season)

Q: Did you always know you would work in fashion?
A: My earliest passions were in the arts, particularly the ballet. I enjoyed my time as a ballerina but found myself increasingly drawn to the costumes. I spent my time drawing and sketching clothing. I realized I needed to find a practical application for my creativity and my parents encouraged fashion design. When I met Max that was a pivotal turning point—we started working together and from there brought our collective vision to life.

Q: What is your philosophy towards fashion?
A: Fashion is all about looking good and feeling beautiful, so it’s necessary to choose styles based on what looks good on you. Wear your clothes with confidence and you’ll look good for any occasion.

Q: We know you love color—are there any colors that work great for multiple seasons as we look to fall?
A: Orange will be the biggest transitional color, going from summer bright to fall burnt.

Q: Who is someone you look to for fashion or beauty inspiration?
A: I’m currently obsessed with Jane Birken.

Q: Where else do you find inspiration?
A: Inspiration comes from something that moves inside you to make it your own. My peers, designers, and incredibly creative team inspire me with their own personal style. I am also inspired by art. Architecture, Pop Art, and installations inspire me to think outside the box and play with different elements to create new and innovative designs.

Q: Which of those things played into the fall 2012 collections?
A: For BCBGMAXAZRIA, I was inspired by this idea of an artful proposition and creating a geometric abstraction of Bauhaus style, manifesting an architectural aesthetic. For Herve Leger, it’s really a study in seduction and restraint that depicts a story of feminine strength through equestrian-inspired harnesses and iconic signature couture techniques.

Experience the world of BCBGMAXAZRIA at BCBG.com.