Lubov Azria Interview

She’s a mother and philanthropist. She helms a retail phenomenon. She adores the Magic City. We’re talking about Owner and Chief Creative Officer of BCBG Max Azria Group, Lubov Azria. Lubov, the better half of Max Azria (the man behind BCBGMAXAZRIA and Hervé Leger) recently visited Miami to share her latest collection with a celebrity following (think Angelina Jolie, Rihanna, Gwyneth Paltrow, Sharon Stone, Halle Berry, Beyoncé, Alicia Keys, Fergie and more) — and to enjoy the Florida sunshine, naturally. We were fortunate enough to chat with the Ukranian born girl boss.

You work alongside your husband, Max. What is that dynamic like? We complement each other in every way possible; he is a visionary, I am detail oriented. He handles the finance while I focus on design. We come together on the finalization of a line and work to ensure we put the brand where it should be. Everything is done with a mutual love and an immense level of respect for one another. We are each other’s support, and that is why we make a great team.     

You are oftentimes called the “muse” behind the brand. What is your style, specifically? My personal style would be described as ‘connoisseur with a visionary twist.’ I wear my own designs every day but I also like to mix and match unexpected pieces. To me, feeling comfortable and confident in your clothes is the best expression of style.

You frequent Miami quite often, what do you love most about South Florida? People in Miami love to celebrate life with bold fashion.  here is a multicultural identity in Miami that I haven’t found in any other city. I am always inspired by the heritage and rich Latin culture. The city is full of movement and there is always something to do.

What app do you use most often? I use the Flipboard app every day. I love to read and stay updated on all current events and Flipboard allows me to read all of my favorite sites in one single feed. I also use IAnnotate often – with all of the brand approvals and confirmations I make daily, it helps to have an app that allows me to make edits to every document I’m given.

What do you wish someone would invent? I love to travel, for work and pleasure, but I will never enjoy lugging my suitcase with me. I would greatly benefit from remote control luggage!  

What makes you laugh? First and foremost my kids make me laugh every day. Also, I always laugh when I am with my teams — we spend so much time together. Nothing compares to the energy of a room full of laughing people. Cards Against Humanity is guaranteed to do just that!  

What is your beauty secret? I drink almost a gallon of water a day! It keeps me feeling hydrated and refreshed. In terms of products, I love Embryolisse Artist Secret eye cream and all Lancer products, especially the Nourish cream.  

What brings you the greatest joy? I am in the business of inspiring women to be inspirational. I am so blessed to be able to do what I love every day.

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