Max and Lubov Azria brought what easily could have been a fashionable fairytale to Lincoln Center in New York City on Thursday morning with their Spring 2015 collection. The ethereal atmosphere boasted elegant, nonchalantly bohemian silhouettes that cascaded down the runway in sheer, layered fabrics. Styled by FLARE Magazine Fashion Director Elizabeth Cabral, models embodied a carefree spirit that left a lasting impression, and beautifully complimented the accompanying floral prints and opposing structured jackets.
While the designers made a spectacular statement on the runway, the brand itself launched a very lucrative digital initiative from the front row. With the help of various industry notables, for the first time ever, BCBGMAXAZRIA's runway collection was available for its customers to purchase during the show via Instagram in partnership with LiketoKnow.it. We caught up with BCBGMAXAZRIA's Chief Creative Officer Lubov Azria after the presentation to find out more about the project, and the inspiration behind next season's collection.
Q: The presentation left our editors feeling like they were in a fairytale; what inspired the ethereal theme, cascading layers and draping dresses?
Lubov Azria: "For Spring 2015, the BCBGMAXAZRIA RUNWAY collection combines timeless elegance with nonchalantly bohemian silhouettes. The tapestry and abstract floral prints are inspired by the Color Reform concept which lends to a sun-bleached softness and richness that create a chromatic experience. When I was in New York City last February, I went to ABC Carpets and was inspired by their unique carpets created by the color reform technique. I was inspired by the marrying of tradition and innovation!"
Q: How would you describe the beauty/look that MAC Cosmetics created for BCBGMAXAZRIA’s Spring 2015 runway presentation?
Lubov Azria: "Val Garland created a sun kissed girl who looks like she just returned from vacation."
Q: You and Max orchestrate two presentations every season (BCBGMAXAZRIA and Herve Leger); what is your favourite thing about designing for each label? What were the major differences between the two Spring 2015 collections?
Lubov Azria: "The BCBGMAXAZRIA and Hervé Léger by Max Azria woman are different. The BCBGMAXAZRIA woman is always at the forefront of fashion. The Hervé Léger by Max Azria woman is strong, sensual and powerful. The BCBGMAXAZRIA Spring 2015 collection was distinctive but ethereal and the girl had a carefree spirit. The Hervé Léger by Max Azria Spring 2015 collection told the story of a modern day Onna-Bugheisha; the collection was inspired by the woman warrior and portrays feminine strength."
Q: This season, BCBGMAXAZRIA launched a collaboration with LiketoKnow.it and a select group of fashion influencers, allowing its customers to shop the runway collection via Instagram. How do you see this collaboration benefitting the existing BCBGMAXAZRIA customer, and the BCBGMAXAZRIA brand? Is this collaboration something that we will see again next season?
Lubov Azria: "The partnership has been amazing and we are still seeing the results. Social media is so important because it is the only way our brand can really tell our story exactly the way we want it to be told. The partnership created accessibility to the clothes which is what Max’s original goal was when he started BCBGMAXAZRIA."
Q: BCBGMAXAZRIA is celebrating 25 years of stunning contributions to women’s wardrobes around the globe; what would you say is the brand’s biggest (or perhaps most memorable) accomplishment to date?
Lubov Azria: "One of the most memorable moments was Angelina Jolie wearing our dress on the red carpet at the Cannes Film Festival. Another would be when Sharon Stone wore our pale pink Atelier dress to amfAR at Cannes Film Festival." *
See the clip below to watch BCBGMAXAZRIA's full Spring/Summer 2015 runway presentation. For those of you looking to purchase the music you hear in the video, the playlist is as follows: 5 AM by Kwamie Liv | Fuel to Fire by Agnes Obel | 500 Miles by Sleeping At Last.