Designing clothing and connections, one stitch at a time
F
rom the racks of BCBG to her signature millennial pink shops, Joyce Azria set out to launch an empire of her own, following in her famous father’s footsteps. Between her brands Avec Les Filles, ROHB by Joyce Azria, and WUKOgals, Azria is now weaving her worlds together to create meaning beyond the seams.
Joyce Azria is a believer. As reflected in her own brands, there is an unwavering sense of self that encompasses her entirely and allows her to run her businesses and her life with an authenticity and fearlessness. She’s a mother of six, fashion designer, boss, businesswoman, and owner, and yet she’s always searching for ways to expand.
“There’s a risk in not taking risks,” she says. Risks have always been part of her upbringing, and as her father used to say, “You either evolve or die.” So taking chances became part of her moduso perandi, and believing in herself, in her vision, and in Hashem’s guidance became her foundation for success.
Joyce is the oldest girl of six children and daughter of BCBG’s legendary designer, Max Azria, who founded the brand in 1989, and named it for the French phrase bon chic, bon genre, Parisian slang for “good style, good attitude.” A contemporary clothing brand, in 2017 it had about 550 boutiques around the world and was sold in stores such as Macy’s, Bloomingdale’s, and Nordstrom.
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