Avec Les Filles opens shop-in-shop at Macy’s Herald Square

By

Obi Anyanwu

Published
Apr 27, 2017

Avec Les Filles, the fashion label from Joyce Azria that launched at Macy’s stores and online in February, opened on April 19 a 1,200-square-foot shop-in-shop at Macy’s Herald Square.

 
The new Herald Square location shares designs with the eight Avec Les Filles shop-in-shops that opened in February: pink walls, bathroom tiles and smoky walls; black mannequins positioned on marble steps, and a glass cube in the center of the store. Amanda Thevenot, Avec Les Filles’ Director of Store Design and Visual Merchandising, tapped idX Corporation to design, manufacture and rollout the interior. Thevenot and idX worked together previously to launch and roll out BCBG’s Lola division.
 
“We needed a partner who could help us launch and grow the brand successfully,” Thevenot said. “My trust in idX from past experiences, along with their broad capabilities, customer focus and ‘get-it-done’ mentality made them an ideal partner.”

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Aves Les FIlles, which means “with the girls” in French, launched in 2016, offering soft tailored and sophisticated women’s ready-to-wear. Founded by former BCBGeneration Creative Director Joyce Azria, Aves Les Filles was described as the “dress code” of the inspired millennial.
 
Azria said, “The line is really for everyone. Today, an 18-year-old dresses like a 30-year-old who dresses like a 60-year-old. It’s really mixed.”
 
Azria has plans for more Avec Les Filles locations at Macy’s State Street in Chicago, Union Square in San Francisco, and South Coast Plaza in Los Angeles. The brand will also open 40 additional full shops and over 100 front-line shops.

The Azria family member added, “One day, we’ll get into the retail footprint. For now, we are extremely excited to be launching our apparel collection exclusively with Macy’s.”