“Individual. Effortless chic. Dynamic. Eclectic. Timeless. Elegant.”
Lubov Azria’s favorite words are the very definition of the BCBG Max Azria Group chief creative officer’s personal style—and a mantra for their trendsetting fashion lines’ (including Herve Leger and BCBG Generation) loyal customers. Her resume is packed with accomplishments, from training with the Bolshoi Ballet in her youth to being inducted into the influential Council of America Fashion Designers (CFDA) in 2010. Her roots in Ukraine, Texas and Los Angeles combined with her husband’s background in Tunisia and France, only begin to explain her wanderlust. Which inspires Azria to explore the globe, dig into local art scenes and engage in serious philanthropy. As the wife of the iconic brand’s Founder, CEO, Chairman and Designer Max Azria, Azria is equally passionate about keeping their children and large family tight-knit, despite their addresses all over the world. The Azrias’ regular Shabbat dinners are as epic as their family vacations. So true, the family that works and travels together, can enjoy success together.
Where was the last place you traveled to out of the U.S.? Paris, France
What inspires you and why? Inspiration is everywhere. People watching on the street, films, traveling the world and right here in my backyard of Los Angeles; I love going to the flea market to take in the fashion culture and fresh environment. A little visual inspiration plus your wildest imagination creates something special.
Who is your style icon? Jane Birkin is one of [them]. She exudes cool nonchalance—the epitome of “effortless chic.”
How does travel fit into the BCBG lifestyle? We see travel and culture as true components of the BCBGMAXAZRIA brand’s DNA. Through BCBG, we aim to bring a global style, appeal and attitude within the reach of every woman.
You are celebrating BCBG’s 25th anniversary this year. What gives you the greatest sense of accomplishment? >BCBGMAXAZRIA began with a single idea—to create a beautiful dress. We have certainly achieved that and much more. We are in the business to inspire people to do what inspires them. I am living a dream, creating and discovering new things each and every day. The one thing that keeps me going, each and every day, is the love for what I do.
How have you managed working so hard, helming so many companies and finding time to get away with your family? Balance is key. I am so passionate and love what I do professionally, but the key to maintaining the balance in your life is to be inspired every single day. Every morning I wake up and ask myself, “how can I make today better than yesterday?” Taking time for my fam- ily and myself and doing what I love is important to stay grounded.
What cities in the world do you consider top fashion capitals? Paris and Tokyo are amazing. Japanese fashion is ahead of our time. Designers like Rei Kawakubo, Junya Watanabe and Comme de Garçons are true innovators in the industry. There is, of course, Los Angeles where we live and New york where we have shown for almost 20 years.
Do you have a favorite destination for shopping? Tokyo. Shopping is essentially considered a sport there. It’s a shopper’s paradise.
What essential item in your closet is your go-to for summer travel?Seasonless pieces so you get more mileage out of your wardrobe, like a versatile dress that you can take from day to night.
Which do you prefer for the beach, yacht or pool—bikini or one-piece swimsuit?
A one piece and let’s add to the mix a great tunic.
If you could pick any destination in the world for a summer holiday, where would you go? St. Barths, St. Tropez and Istanbul
What do you look for in a destination when planning a getaway? Great company, lots of sun, amazing food, and I am always looking to bring back an unforgettable story.
What destination has surprised you the most? Argentina, the Palermo Soho, a neighborhood in Buenos Aires—is artisanal yet modern and great for inspirational shopping and browsing. Then the wine region of Medoza offers culture and a beautiful landscape. Also, in Beijing, China, the thriving art community blew me away. There is so much creativity emerging from their arts district, a total unexpected, pleasant surprise.
What is your favorite luxury hotel? I recently stayed at the new Ritz Carlton in Kyoto, Japan. It was simply breathtaking, a perfect balance of traditional Japanese style mixed with chic, modern elegance.
What essential thing should someone splurge on when traveling? A good suitcase with 360-degrees spinner wheels—by far the easiest and best travel companion.
What is the most memorable trip you have ever taken? A two-week private yacht excursion with 25 of our closest friends and family; by the end of the trip the yacht had had enough of us!
To you, what is the difference between a tourist and a traveler? A tourist is guided by the destination. A traveler is guided by the journey.
What do you do on a long flight? Sleep, sleep and more sleep
Do you unplug or stay connected to the digital world while on a trip? I always prefer to stay connected, but sometimes it is not an option. The destination may decide for you.
Do you prefer flea markets or boutiques? Flea markets—you really discover the local culture.
Do you have a favorite flea market abroad? The Grand Bazaar in Istanbul
5 things Lubov Azira won’t leave home without…
3. Lansinoh 100% pure HPA Lip Balm
4. Embryolisse Radiant Eye and Flower Essence Toner spray
5. Leather moto jacket