Avec Les Filles Brand DNA

Classic school-girl style is inspired by 70’s Parisian chic and California ease. 

With black and white anchoring the overall aesthetic, stripes and graphic stars provide complexity and modernity to a classic collection. Strong, tailored silhouettes fuse with soft greys and pastels to create a fresh take on suiting. Lace details and hosiery add a nostalgic femininity to the masculine core.

Honest. Light Hearted. Positive. Authentic. Optimistic.
Grounded. Innovative. Frenchy. Sophisticated. Real.

 

Joyce Azria, CEO & Founder of Avec Les Filles

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. Growing up in a fashion family  Joyce evolved into the Creative Director of BCBGeneration for over 6 years.

With the proven success and continued growth of BCBGeneration under her belt, Joyce Azria embarked on her own journey outside of her long time family business. With an open heart and no rules to follow, Avec Les Filles was born.

Meaning “with the girls” en Français, Avec Les Filles is Joyce’s brand promise to keep her eye on the customer rather than the industry. AVEC LES FILLES like Joyce herself, is rooted in French style with a California ease. In February 2017, Avec Les Filles launched its debut ready to wear collection online and within 155 Macy’s shops across America. Approaching one year in business, Avec Les Filles has grown to trade in over 15 classifications of business from Footwear to Jewelry and totals over 1,000 points of sale.