LOS ANGELES, Calif. (FOX 11) -
Joyce Azria, daughter of BCBG's Max Azria, is fashion royalty.
She's putting her own stamp on fashion with her new line Avec Les Filles and stopped by Good Day LA to share her favorite fall trends!
1. Leather Items – Invest in Valuable Looking Pieces
2. City Girl – Mixing Casual & Dressy for ultimate chic factor
3. Just add shoes – Pieces that Reduce Stress
4. Go Bold – Take risks in colors & pattern and on items that make you smile
5. Robe Life – This Seasons Key Item, takes your from day to night
More about Joyce Azria:
In less than one year, retail entrepreneur Joyce Azria and her team worked with a small group of trusted partners to fast-track the successful launch of Avec Les Filles, a new women’s contemporary lifestyle brand offering RTW and accessories with a playfully sophisticated, French aesthetic.
Avec Les Filles is an innovative, forward-thinking fashion brand infused with Azria’s spirit. It’s also the first brand to think outside the rules of fashion, with a dynamic pricing model that’s inclusive and allows everyone to “play together nicely”. “The line is really for everyone,” Azria said. “Today, an 18-year-old, a 30-year-old, a 60-year-old. It’s really mixed.”
The Avec Les Filles shops at Macy’s are designed to evoke a boutique environment, rather than the typical department store shop-in-shop.
Azria, the former Creative Director for BCBGeneration, said, “We’re launching faster than any brand I know… When you have the right partners in everything you do, then time is exponential. When everyone is working with deeper commitments, the impossible is possible.”
Offering bi-monthly deliveries and sold at over 200 Macy’s retail locations, the majority of women’s pieces are priced at less than $100 while shoes start at $150 and leather jackets at $495.
The brand offers ready to wear, shoes, leather, denim, fine jewelry, belts, hosiery and will launch outerwear, contemporary jewelry, handbags and lingerie in the coming months.
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