As the eldest daughter of fashion guru, Max Azria, Joyce inherited her father’s sharp entrepreneurial spirit, creative flair, and strong sense of ambition. Her early days in the fashion industry were spent at the BCBGMAXAZRIA office where she quickly learned and mastered all the facets of the company. At eighteen, Joyce dove straight into the family business – investing countless hours side-by-side with her father.
In June of 2009, BCBGMAXAZRIA Group appointed Joyce Azria as Creative Director of their newest line, BCBGeneration. In this role, Joyce oversaw all customer touch points for the brand including – design, merchandising, creative, and marketing for apparel and accessories. She also led the business in terms of operations, business development, and sales development by identifying and securing key partners. Her first collection debuted fall of that same year and shortly thereafter BCBGeneration became a favorite of young Hollywood trendsetters and top fashion digital and print publications.
Today, BCBGeneration has incomparable commercial success with worldwide distribution and delivers a full lifestyle offering. BCBGeneration has sixteen retail stores and is sold in over four hundred locations in over one hundred countries. In the United States alone, the brand has partnered with Macy’s, Dillards, Lord and Taylor, Nordstroms and Bloomingdales. Joyce proved that she could fast track the growth of a millennial brand by the outstanding results of BCBGeneration.
Joyce embodies both the creativity and brains of an entrepreneur, and prides herself on being a positive and grounding role model and mentor for the millennial customers that she knows inside and out. She is driven forward by a strong moral code and an understanding that fashion has a responsibility and a role to play in the lives of these girls.
With the proven success and continued growth of BCBGeneration under her belt, Joyce Azria is leaping forward to document and create a new brand: Avec Les Filles.