Monday, November 14, 2011

Meet Joyce Azria


As the creative director for BCBGeneration, what sort of things inspire you to help create the line?
Being inspired is part of my job. I find young women so wonderfully intriguing, with so many unique perspectives and passions and it is such a privilege to help design clothes that encourage individuality and self confidence. 
How would you describe BCBGeneration?
BCBGeneration is a lifestyle brand inspired by the youthful spirit and creative sensibility of today’s woman. It affords every woman the freedom to explore, expand and express her individuality through her personal style. 
What would you say is the toughest part about your job?
The days vary a lot. One day can be a design day, another a production day. It requires a lot of discipline and focus. There needs to be talent and creativity, but at the end of the day, we have to make a garment, which is not a piece of cake! 
I know that you are starting a denim line for BCBGeneration, what inspired you to start this new denim line?
We wanted to design a denim line with refined, iconic cuts that would fit the Generation girl. My sister Chloe was the source of inspiration for the line.  She not only has killer style and ideas, but is also a total sweetheart!
What are some of your favorite fall trends?
I really love classic silhouettes that are reworked, like a high-waisted printed pant or asymmetrical maxi skirt. Petite prints are also great for the non-print girl to try something new and incorporate a fun, statement piece into her wardrobe. 
What pieces do you think every woman should have in their closet?
Every woman should hold onto key pieces each season. It’s so great to be able to bring back some favorites from last year and reincorporate into your wardrobe. I think a maxi skirt is really flattering on every shape and is so easy to just throw on and go.
Who are some of your favorite designers?
My dad of course! 
How would you describe your personal style?
My style is defined by the three Cs: chic, clean and collected. I take risks with my accessories but I usually stick to a neutral palette.
 What is a normal day like as the Creative Director?
Let’s see… my son wakes me up at the crack of dawn and the race begins! Shower and get dressed. (I always pick out my shoes first and work my way up.) Then I drop off my baby as I eat breakfast and it’s off to the office. I always kiss my dad hello before I start my work day. Then I begin taking meetings with all departments from design, buying, footwear, jewelry to marketing and everything in-between. Then I grab a quick lunch with my family mid-day—we exchange ideas, laugh, recharge and then I get back to business. I race back home, take my fashionista hat off and turn back into mommy for relaxed fun with my son and a quiet dinner with family or friends. Phew!
When you have some downtime in your life, what's your favorite go-to outfit to just relax in?
I’m a mom, so my play clothes are workout leggings, an easy t-shirt and a North Face zip-up. The ponytail is optional.
The holidays are coming up, what pieces from BCBGeneration would you suggest?
My favorite pieces are: a pullover mini skirt or silvery pant to add some shine to holiday celebrations, wide-leg silky pants that can go from day-to-night and a cozy knit sweater for kicking back and cuddling on the couch. Also, nothing is better for a holiday party than a sparkly mini dress!