BCBGMAXAZRIA Runway launched their a/w2015 collection in a very cool event at the newly opened YNOT at the Intercontinental hotel in Dubai Marina.
About the event
Ynot received the fashionable crowd and models with the beautiful clothes of this coming collection that you can find in the store already.
The runway was quite difficult I must say and probably the models had to concentrate to walk stylishly over cylindrical logs of different heights.
For me it was a pleasure to be there, not only because it was after my return from South Africa and with all the latest news I needed to feel back to normal and get to see my fellow bloggers and peers. To this event I took my friend and photographer Ayreej. I don’t know how he manages but he always makes me laugh even if we are talking about serious topics.
We took pics, met people, chat with everyone around and dance the night away.
The PR agency of BCBG is Sticky Ginger. These girls are a powerhouse of ideas and details and the event was very well organized indeed. Before we left they gave us a goody bag and I love the little cute presents. A very delicate bangle, a Fashion Survival kit with really cool contents to save your look in any given situation and the brochures with all the looks of the collection.
About the Collection
For me BCBG means feminine silhouettes, and I always find their cuts to be very flattering especially the dresses. This collection plays with ethnic patterns, leather and fur appliques, mixed with wool, fringes, quilts and sheers. It feels cozy and chic. I like it when winter clothes are warm and you can really use them for the cold weather.
The colours range from off whites to black, with greys and browns. Dont miss the coats and jackets of this collection, they are so much fun. Same as the accessories, boots, bags and scarves. We see again boots over the knee and the heel is a mix of stiletto and wedge.
I was really lucky and BCBGMaxAzria lent me a dress to wear to the event. Claudia, the shop manager of the MOE branch was so helpful and fun, assisting me to choose that I really need to mention her. Sorry but accustomed to the lack of quality service in Dubai, when you meet somebody passionate about what she does and nice and sweet and easy going and attentive to details, they deserve to be praised. At the end, I picked a black lace dress that looked great on me so don’t miss the photoshoot that Ayreej did.
About the brand
BCBGMAXAZRIA was founded in 1989 by Max Azria. You might wonder where from is the BCBG part or what does it mean. I did, so I researched and BCBG means in french ¨Bon Chic, Bon Genre¨, which means ´Good Style, Good attitude´ and it is the motto of the brand.
The woman inspiration behind the BCBGMAXAZRIA is sophisticated, feminine and independent.
Even though he, Max Azria, is French /Tunisian, the brand is American -from 1998 Max Azria is part of the CFDA- and is expanding very fast, having already plenty of stores. In Dubai we can enjoy 6 shops already.
Celebrities love the brand and we have seen Angelina Jolie, Rachel Bilson, Eva Mendes, Sharon Stone, Halle Berry, Beyoncé, Alicia Keys, Lucy Liu, Fergie wearing them.
BCBGMAXAZRIA is not only a brand, actually is a group of companies, all fashion related. This is the timelime of how the lives of Max Azria and Lubov Azria -the brand is a husband and wife team- developed while creating this fashion emporio.
1981 Max Azria moves to USA and launches Jess offering French fashion to American women.
1989 BCBGMAXAZRIA is launched.
1991 Lubov joined the company as a designer.
1996 First Runway in New York. Lubov named Creative Director.
1998 The brand buys Herve Leger and Max is inducted to the CFDA.
2004 Max Azria Atelier for Hollywood clients.
2005 The group buys Alain Manoukian and Don Algodon.
2006 The group buys G+G retail -that was bankrupt and had more than 400 shops.
2006 In NYFW they performed 2 runways, one for BCBG and Max Azria.
2008 BCBG Generation and 3 Runway on NYFW with BCBG Max Azria Runway, Max Azria and Herve Leger by Max Azria.
2009 Launch a collab collection with Miley Cyrus for Wallmart.
2010 Lubov is also part of CFDA.
Today the group has more than 12 brands- BCBGMAXAZRIA, BCBGMAXAZRIA Runway, Max Azria Atelier, Herve Leger by Max Azria, Herve Leger Couture, BCBG Generation, Max and Cleo, Lola, Manoukian, Parallel, Dorothee bis and Dorotennis.
The group boasts more than 550 shops, with 180 BCBGMaxAzria Shops. Although the brands also are sold in plenty of specialty shops like Bloomingdales, Harvey Nichols, Bergdorf Goodman etc increasing their reach even further.
About the designers Max y Lubov
They have so many awards it would take 3-4 pages to list them all but what i love most is the fact that they are such a great team together. Max has taken the role of CEO, Chairman and Head designer.. he is the one with the business nose and the vision. Lubov is full of creativity and is very detail oriented, she is the keeper of the vision of what each of the brands symbolize and how to keep them fresh and chic. She holds the position of Chief Creative Officer.
But how did they met? A French of Tunisian origin, and an Ukranian. Well, Lubov moved to USA in 1980 and studied fashion at the Fashion Institute of Design and Merchandising. In 1991, a friend of Max referred her for a job opening with Max. Who would have told her that one year and a half later they will be madly in love tying the knot?.. Destiny.
I hope you enjoyed this post, sorry if it got a little long. I also want to share with you another story, this time personal.. I used to live in Jamaica, there I worked as purchasing manager of a hotel project. From pipes and cement to furnishing and bathrobes for our future clients, all was going through my desk. The hotel chain that I worked for is Spanish, I am Spanish and as we were such a small community of Spanish people on the island we were all very close. The Ambassador was a phone call away and he always showed care for the investors and nationals. One day, I received an email.. The king of Spain was coming to Jamaica to meet us. I jumped!.. Jamaica is a paradise, but working on a construction site and living by the beach where all you need is bikinis, shorts and flip flops, all the glamourous clothes were left in Spain, back home, 9 hours away if flying direct.
Immediately I booked a ticket to Miami, went to the BCBGMaxAzria shop and bought 2 dresses and a pair of shoes. That day was a success, I looked and felt like a million dollar girl. I have some pics but I can not find them.. Too bad! Not every day,you get to meet your King.