By Randy Gener
NEW YORK | Hervé Léger by Max Azria captures the allure of the modern, powerful woman with its exclusive couture and dynamic ready-to-wear collections.
“This time around we wanted to turn the knob a little bit. We wanted it to be alternative, a little bit edgier — a little bit cooler, not in terms of an attitude, but just taking more risk,” creative director Lubov Azria said.
Though her designs often hit the red carpets in Hollywood or New York, the L.A.-based, Ukraine-born designer finds her biggest inspiration from her cultural upbringing. “You know it’s interesting because it’s not about New York and L.A., it’s about where you come from,” Azria noted of the role of environment in influencing her collections. “I’m from Europe and so is my husband, so our taste levels are quite elevated.”
, seamlessly sculpting the female silhouette with signature banding construction.
Paying tribute to a modern femininity while maintaining the house’s heritage, Hervé Léger was originally founded in 1985. It was acquired by BCBGMAXAZRIAGROUP in 1998, marking the first time in fashion history that a French couturier was absorbed by an American designer.
In early 2007 Max Azria relaunched the Hervé Léger label with his own designs, which were quickly embraced by today’s most renowned style-setters, including Kate Hudson, Diane Kruger, Beyoncé Knowles, Rihanna, Kate Bosworth, Kate Winslet, Rachel Weisz and Jennifer Lopez.
Since its debut on the runway during Fall 2008 New York Fashion Week, Hervé Léger by Max Azria has received critical praise and been featured in top fashion publications worldwide.
Hervé Léger by Max Azria is now available at namesake boutiques in London, Paris, New York, Beverly Hills, West Palm Beach, Las Vegas, Aventura, Somerset Collection, Dallas, South Coast Plaza, and on Sunset Boulevard and Melrose Avenue in West Hollywood.
In addition to its strong retail presence, Hervé Léger by Max Azria is available at some of the most formidable department and specialty stores worldwide, including Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Nordstrom, Holt Renfrew, Harrods, Selfridges, Printemps and NET-A-PORTER.
Azria added grommets, safety pin details, fringe and chains to strips of bandage. She also worked her knit dresses in interesting jacquards, from bold plaid to textured stripes. The alternative looks were paired with tough outerwear, such as oversize lamb and wool coats, fitted bomber jackets and slashed cardigans. It was a nice change of pace.