Under his pace of quinquagénaire débonnaire, the designer max Azria knew to set up – in a score of years – a true empire of the textile. Not hesitating to make the wide variation between the New Yorkean fashion week and the collections ready-made clothes from Crossroads, this Tunisian immigrant managed to impose his style BCBG within the Hollywood gotha, without to give up making profit with élitistes projects. Account of one success-story to American…
For the young max, all starts at the 13 years age, when it leaves its native Tunisia for the French soil. It is established then in the Parisian district of the Path and a certain passion for the textile universe develops quickly to with it, so that at 20 years, it launches its line of clothing. During ten years, he will work hard, trying to diffuse his own vision of the mode. Without success…
It then decides to try the whole for the whole while leaving to the USA. It has at the head to decentralize there the fashion – which at the time cumulates all the capacities downtown same: New York – towards the west coast. With the fact of the influence of the stars Hollywood on the vestimentary behavior of the women, the designer chooses to mount his claw to California, in the middle of the star system.
In 1989, the Azria couple launches two marks thus: Max Azria Collection and BCBG max Azria. The first combines traditional luxury and timeless elegance, while the other wants to be more accessible, mixing the typically American notion of easy wear with the criteria of the good knack good French kind. Quickly, it opens a shop in Los Angeles, which as of the opening attracts many customers.
Fond of delicacies of this famous will have frenchy, American are ruent at Azria in order to acquire a little this European elegance which makes them so much dream, more especially as the prices which are practised there make finally the luxury accessible. It is not necessary any more so that success is with go…
This last gives wings to max Azria, which in addition to being a designer inspired proves to be an ambitious business man. Thus in the Nineties, it launches a line intended for the men, then puts all works about it so that the high-speed motorboats of the showbiz are seen in its creations.
Yes but here, if the man can be happy of his business success, it is due to him in heart to convince the medium of the mode of its legitimacy. In 1996, it thus takes the party to ravel at the time of the New Yorkean fashion week. Whereas criticism could have stopped Net the rise of this self-made man, it encense, opening the doors of glory to him. The same year, he is elected better designer of the year in Atlanta, before being recognized later two years by very select CFDA.
Consequently, nothing any more stops the desires of conquests of the quadragénaire. It multiplies the publicity campaigns of its claws headlights – BCBG and max Azria Collection – develops many additional lines and takes again even already existing houses. It thus throws its reserved on the French claw Herve Leger, making it quickly one of the marks of predilection of the young stars Hollywood.
Thanks to its range of labels concerning all the layers of the company, it gears down its profits, weaving little by little a true lifestyle max Azria. The teenagers find their happiness at BCBGirls thus (buying as well their last baby pink fraud there as their perfume), while the followers of the sportswear find themselves at To The Max. On its side, the Parallel claw proposes collections casual and easy to live.
In addition to developing with international, max Azria accentuates its connections with the showbiz in order to radiate near more many people. And so at its beginnings, it manages to equip Rachel (Friends), Brenda (Beverly Hills) or Ally McBeal, it has just crossed a new course while proposing with the young person Miley Cyrus to draw, under its crook, its own line of clothing…
Besides the genius of this man lies surely in his capacity to satisfy very different women, energy of the teenager fan of Hannah Montana to the stars such as Diane Kruger and Angelina Jolie, while passing through the housewife of more than 40 years. Indeed, taking up all the challenges, it agreed into 2007 to create collections for Tex, the textile mark of Crossroads (even if that collaboration will end in 2009).
Far from him to carry damage, this diversification of the kinds carries happiness to him: the challenger of Calvin Klein can thus assert a sales turnover to 9 zeros, a perfect marital happiness (with its wife and collaborator), several sumptuous villas (to accomodate his/her 6 children) and a true recognition on behalf of the high authorities fashion…
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