She witnessed the rise and fall of BCBG Max Azria, and is now creating three new brands, including a line of modest womenswear.
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LOS ANGELES--BCBGeneration, the sister brand to BCBG aimed at a younger, hipper audience, celebrated the grand opening of its first LA boutique at the Century City mall on Sunday afternoon. The brightly lit store reflects the energetic, savvy vibe of the brand, something that creative director, Joyce Azria says was their main goal in designing the free-standing boutiques. “Our vision for the store was to design something really uplifting and bright. It’s a feel good brand at the end of the day, so we wanted something that illuminates people, so there’s a lot of light, and a lot of white.” The latest collection includes great nighttime options (we spied a ton of sequins), neutral basics like slouchy sweaters, and in keeping with the BCBG spirit, killer cocktail dresses and stand-out accessories. In particular, we thought the word bracelets featuring popular '90s phrases like "dude," "psych" and "righteous" were pretty awesome. Proving to be the true embodiment of the brand, Azria was on hand all afternoon greeting fans and doling out styling advice. We picked her brain for the top five tips she thinks every girl should know right now: