August started off with a flurry of fun BCBG events here in LA; from an early morning fashion breakfast featuring Chief Creative Officer Lubov Azria to a Saturday afternoon private tour of the BCBG headquarters, led by Lubov, to view the company’s 25-year-celebration retrospective exhibit “Living the Bon Chic Life”. The exhibit featured 100’s of mannequins and images from BCBG’s 25 year history…
The installation was filled with important moments throughout BCBGMAXAZRIA’s 25 year history. I loved exploring the detailed timeline of the brand’s past and also getting a glimpse of the design process for future collections. The exhibit highlighted design favorites from each of the company’s celebrated collections including: BCBGMAXAZRIA Runway, Herve Leger by Max Azria and BCBGeneration. There was also a special tribute to red carpet looks worn by Angelina Jolie, Rihanna, Halle Berry, Alicia Keys, Carrie Underwood and Beyoncé.
Speaking with Lubov Azria and learning more about where the brand is heading was a highlight of my tour of the ‘Living the Bon Chic Life” exhibit. According to Azria, while many aspects of the fashion industry have changed since BCBGMAXAZRIA launched in 1989, the growing importance of technology has been one of the most noticeable shifts. “The only voice we had was doing our ad campaigns and Vogue or different magazines, and it was how everybody interprets your campaigns, how people perceive your brand,” Azria said. “Now with social media, I think the ball is in our court, and we can really go out there and talk about the brand and what inspired us, what our vision is.”
While the brand has grown considerably since its inception, Azria said she still sees opportunities for expansion and hinted that the company might add home goods and lingerie to it’s product offering in the future. “I think at BCBG we’re creating a lifestyle brand,” Azria said.