BCBG Max Azria

NEW YORK, February 2, 2007
By Meenal Mistry
There have been big changes in the Azria empire over the past year. A more luxurious niche line called Max Azria was spun off last fall. And—as the company brass tells it—even the long-familiar contemporary line, BCBG Max Azria, is a wholly new incarnation these days, one that's only in its second season. To clear any lingering confusion, Lubov Azria (wife of Max) attempted to define the two collections in terms that fashion folk could more easily digest: "The BCBG Max Azria girl is Sienna Miller or Kate Moss," she explained backstage before the show. "Max Azria is more Cate Blanchett."

While the Azrias did have a front-row smattering of socialites (Fabiola Beracasa, Olivia Palermo, Bettina Zilkha, and Byrdie Bell), neither Sienna nor Kate was anywhere in sight. No matter: It was clear that the raffish, magpie style of those British It girls was being mined on the runway. And yes, you could imagine Sienna pulling on a pair of tights and grabbing BCBG's smoke-chiffon trapeze dress, topped with a cream knitted-fur vest, for a winter's night out. And Moss could certainly put to good use one of the hooded jackets, particularly the version in a stylishly crinkled cotton. There were also the sort of swingy frocks with a touch of detail that are bound to appeal to the BCBG customer, though the dresses were occasionally weighed down with copious amounts of appliqué, crocheted trim, and chains. It's hard to imagine any girl, It or not, opting to look quite so tricked out.

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