Lubov Azria
Lubov Azria | |
|---|---|
| Born | November 8, 1967 Kyiv, Soviet Ukraine |
| Occupation | Fashion designer |
| Years active | 1991–present |
| Known for | Chief Creative Officer of BCBGMAXAZRIA Group |
Lubov Azria (born November 8, 1967) is a Ukrainian-born American fashion designer who served as the Chief Creative Officer for BCBGMAXAZRIA Group, an international fashion enterprise encompassing more than 20 labels.
Biography
Azria was born in Kyiv, then part of Soviet Ukraine, and initially trained in ballet within the youth division of the Bolshoi Ballet. In 1980, her family relocated to San Antonio, Texas, where she attended Robert E. Lee High School and cultivated her interest in the arts. Later, in 1986, she moved to Los Angeles, California and earned a degree from the Fashion Institute of Design & Merchandising.
Career
In 1991, Azria became part of BCBG Max Azria Group after an introduction through a mutual acquaintance to the founder and her future spouse, Max Azria. As the group's chief creative officer, she directed design efforts and managed marketing and merchandising across more than 20 brands, including the flagship BCBG Max Azria and luxury lines such as BCBG Max Azria Runway, Hervé Léger, and Max Azria. She characterized their working relationship as complementary: "Max is the visionary, and I’m more detail-oriented," which fostered a productive dynamic.
Frequently regarded as the muse behind BCBG Max Azria Group’s collections, she played a pivotal role in inspiring designs and personally fitting garments. She defined style by qualities like "grace, confidence and effortlessness," while describing her own aesthetic as "independent, free and chic."
In 2006, Lubov and Max introduced the Max Azria and BCBG Max Azria collections with two presentations at New York Fashion Week. By February 2008, they expanded their portfolio by launching the Hervé Léger by Max Azria line, making them the first American designers to present three distinct shows during a single Fashion Week. After each runway event, Azria commonly appeared alongside her husband to engage with the audience.
Azria partnered with perfumer Sarah Horowitz-Thran to unveil BCBG Max Azria’s inaugural fragrance, Within, in November 2009 across U.S. retail locations. She was intimately involved in its creation; her likeness is featured on both the bottle and packaging to signify her personal association with the scent.
Embracing social media as a tool for consumer interaction, Azria maintained a blog sharing creative perspectives and frequently updated the company’s Twitter account. She prioritized customer engagement over insisting on being right and cited inspiration from watching TED conference talks and exploring content on YouTube.
In recognition of her contributions to design, she was inducted into the Council of Fashion Designers of America (CFDA) Class of 2010.
On February 28, 2017, BCBG Max Azria Group filed for Chapter 11 bankruptcy protection. By July that year, Marquee Brands along with Global Brands Group acquired the brand’s intellectual property rights and assets.
Nearly three years following her departure as creative director at BCBG, Lubov introduced a new fashion label named La Bohème in 2019.
Personal life
Lubov wed Max Azria on July 11, 1992, and their marriage lasted 27 years until his passing from lung cancer in Houston on May 6, 2019. Together, they had three daughters: Chloe, Anais, and Agnes. Additionally, Lubov became stepmother to Max’s three older children: Michael, Joyce, and Marine. The family lives in Holmby Hills, California, in a 60-room estate named la Maison du Soleil, valued at $85 million and crafted by architect Paul Williams with interiors designed by Aly Daly.
Lubov is deeply involved with various artistic and philanthropic organizations. Alongside her husband, she co-chaired the annual Art Party Benefit supporting the Whitney Museum of American Art's Independent Study Program for three consecutive years. The Azrias hosted the event together with celebrities including Kate Bosworth, Rachel Bilson, and Camilla Belle. Lubov has partnered with artists such as E.V. Day and Mark Fox to produce exclusive limited-edition works that benefit the museum.
Every October, BCBG Max Azria collaborates with Susan G. Komen for the Cure to generate funds for breast cancer awareness through sales of specially designed merchandise, which has been showcased on The Ellen DeGeneres Show. Through the Max Azria label, she also supports Help Malawi by offering branded T-shirts. Furthermore, Azria has taken part in initiatives like Fashion's Night Out (2009) and Fashion for Haiti (2010).