Joyce Azria launches Avec Les Filles at Macy’s

By

Obi Anyanwu

Published
Mar 19, 2017

Macy’s last week launched Avec Les Filles, the fashion label from former BCBGeneration Creative Director Joyce Azria, at 150 Macy’s stores and online.

 
Avec Les Filles, which means “with the girls” in French, aims to redefine how women express themselves through aspirational designs at an achievable price point. The fashion label is described as the “dress code” of the inspired millennial, offering pieces that feature soft tailoring and a sophisticated color palette.
 
The collection available now at Macy’s is comprised of menswear-inspired shirting, lattice-work bodices, bomber jackets, cold shoulder tops, jersey dresses, silk hoodies and cropped sweatshirts that combine 70’s Parisian style with California ease.

“I’ve always been acutely aware of who the millennial customer is and how her shopping habits have evolved over time,” said Azria. “Avec Les Filles is uniquely positioned to bring a relevant and fashionable collection of lifestyle products in the spirit of today’s shopper, and I am grateful to be bringing my vision to life with the power of Macy’s.”
 
Joyce Azria founded Avec Les Filles in 2016 after stepping down as Creative Director of BCBGeneration. The label launched direct-to-consumer in February and at Revolve.com in March.
 
Azria told Allure in an interview, “I love Sandro, I love Maje, I love Givenchy, but they are so high-end that I just thought, ‘I want a brand that brings me in at 18 bucks and is a little easier to digest.' What I strive to do with Avec les Filles is allow her to indulge in an experience that’s designer-led and authentic, but still fun and playful.”
 
Joyce is the latest Azria family member to launch a fashion label. Sydney Azria, son of Serge Azria and nephew of Max Azria, launched Sydney California in 2016 after serving as Director of Immediate Design for Current/Elliott.