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Trendsetters at Work NYFW Edition: BCBGeneration

by Lindsey Sirera Wed., Sep. 16, 2015 3:46 PM PDT

Trendsetters: Joyce Azria BCBGeneration

Trendsetters: Joyce Azria BCBGenerationJacqueline Lee/E! Entertainment

Caught a serious case of shopping envy after watching the BCBG MaxAzria runway? Because we did.

But if you’re like the rest of us, running out to snatch up the designer’s latest goods may be just a little (or extremely) out of budget. Which is exactly why we love BCBGeneration—as the little sister brand of BCBG, they’ve got the same fashion-forward aesthetic marketed at a much friendly price range. Seriously, could it get any better?

Before the NYFW madness, we caught up with the BCBGeneration’s creative director, Joyce Azria, on everything from her first gig in fashion to working with her dad, the Max Azria himself:

READ: Trendsetters at Work: Zimmermann

Trendsetters: Joyce Azria BCBGenerationJacqueline Lee/E! Entertainment

What was your first job?
I worked at my dad’s store on Rodeo Drive, it was a summer job. I was 14 and I was working under Luna, one of the best sales associates on the team at the time.

How did you get started in your career?
I did a project for Gilles Bensimon, the creative director of Elle magazine. It was the first fashion project I had ever done. I was out to dinner in Ne York with him and my parents and he asked me what I liked about the magazine and I said, I really love the magazine, I just feel like I can’t afford everything and I explained how the covers didn’t pop on the stands. After that he asked if I would do a cover analysis and an analysis of the price mix and I did and he loved it. His wife then asked me to assist in a charity event; she was raising money to buy vintage sweaters. Those were my first two fashion projects, and after I did that I told my dad I wanted to work here.

What is a typical day like for you?
No two days are the same; my weeks are divided by creative days and operational/business management days. I do everything from working in marketing and public relations to looking at numbers to see where we are in the year.

Tell us about your office décor. When did you last give your office a makeover?
To be honest I moved into this office four years ago and haven’t done a thing since then. I have things that are always evolving, like my print board with all the new prints and a collage wall that everybody adds to. Nothing swanky, it’s pretty simple.

Do you have a workspace at home? How does it differ from your other office?
My workspace at home is wherever my laptop goes. It goes from my room, kitchen table, desk at home, my bed and to my rocking chair. And I’ll run into the guesthouse if I need some privacy.

What’s the best part about your job?
The people I work with. I really enjoy interacting with people, exchanging, connecting and learning.

Trendsetters: Joyce Azria BCBGenerationJacqueline Lee/E! Entertainment

What’s one trend you can’t wait to see this fall? And what trend do you hope will go away for good?
More and more suede, I’m obsessed with suede and always have been. It’s so accepted in Europe but has never been a huge trend in America. I’m seeing a movement for suede with all the 70’s resurgence and I’m really excited about it because I love it, it’s organic and luxurious.

But puffer jackets; I can’t! (Except for my dad’s Montcler puffer vest.)

What are your biggest sources of design inspiration right now?
I always have different muses. I see a lot happening with Australian brands. I feel like right now there is a huge cool factor about Australian bloggers and fashionistas. My top inspiration is Instagram; the amount of content that goes in daily from different people in fashion is amazing. It’s about connecting with the people who have a specific aesthetic and relate to the brand.

What’s the one item in your closet that you could never go without?
A pair of 9-year-old Gucci fringe black suede booties and I’m obsessed, every time I put them on I get excited again.

What’s you ideal day-to-night outfit? And how would you describe your personal style?
Something that can transition from a jean jacket to a leather jacket; something I can put over a black maxi or long T-shirt dress. My personal style is modest and clean. My color palettes are always in the grays, nudes, and black and white.

Who are some of your career heroes?
My dad [Max Azria].

What’s the most daring career risk you’ve ever taken at work?
To not take risks. I think the times where I’m the least risky and settled in my business is when I see it not growing at the rate I want it to. Whenever you go to sleep and you are a little nervous about the decisions you made at work its good, it means you’re in a good place.

Trendsetters: Joyce Azria BCBGenerationJacqueline Lee/E! Entertainment

Finish the sentences below:
Today for lunch I had…
chocolate mousse.
The first websites I log onto every day are… Moda Operadi and E! Online.
My usual Starbucks order is… Coffee Bean.
If I wasn’t doing this job, I would… be sitting at home with my kids reading them books.
My favorite place to visit is… my design room.
My favorite accessory is… my ring from my husband’s company One Jewelry LA.
The item that’s always in my makeup bag is… Chanel mascara, Labello lip gloss and Clé de Peau concealer.
List five things those are on your desk right now… regular Coke, Mac, Moglea notepad , picture of my kids, Double Bubble gum.
The book I’m reading right now is… my best friend actually just wrote a book—The Tale of Two Besties!

PHOTOS: Major throwback! Supermodels’ first runway shows ever


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