By  on September 3, 2009

When Max Azria decided he wanted to change the design direction of his young contemporary brand BCBGeneration, he didn’t have to look too far for a creative head.

About seven months ago, Azria asked his oldest daughter, Joyce, to come on board. She had worked as design director with her father on a BCBG Max Azria swimwear line when she was only 16, and now at 28, he felt she could handle the responsibility of the entire young contemporary brand.

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