NEW YORK — BCBG Max Azria and BCBGirls will welcome denim into their collections for fall.
“We flirted with it a bit for years. We wanted to impose ourselves as a lifestyle brand and not just a jeansmaker,” said Max Azria, chairman and chief executive officer of Los Angeles-based BCBG Max Azria. “Can we survive in America without denim?” Azria asked playfully. “It’s like being an Italian and not eating spaghetti.”
The introduction of denim was part of the brand’s “natural growth,” as Azria called it. The BCBG Max Azria collection is inspired by vintage details and combines the saddle stitch of the BCBG signature bag collection. The women’s collection, produced from Japanese denim, will include five fits — four of which are named for Azria’s daughters (Agnes, Chloe, Marina and Joyce. The fifth style, Mia, a low-waisted, skinny-leg style, is named for a designer).
Azria said that, while new styles will be introduced to the denim collections each season, his focus is on improving what is already in front of him. “We will probably introduce a style or two in the two collections each year, but we want to stay a bit longer on each cut and improve style.”
The washes range from a deep, saturated shade of blue to a lighter blue, vintage shade. The wholesale price range is between $63 and $118. The collection will be available at all BCBG Max Azria stores as well as key department stores and specialty stores in August. Novelty fabrics such as “true blue retro stretch denim” and “fine count broken twill denim” will be introduced as the season progresses.
“It’s easy these days to mix denim with a beautiful blouse,” said Azria. “It’s easy to mix fashion and trends.” Azria said he predicts the wholesale volume for both collections to reach “between $30 million and $40 million,” though, he added, “denim goes very fast, so it all depends.”
“But we’re optimistic,” he added.
The BCBGirls denim collection also will consist of five styles made from midweight ringspun stretch denim or 100 percent cotton midweight ring denim. The inspiration for the girls’ collection was rock ’n’ roll.“We don’t talk about age, but this collection is a bit more young contemporary — more rock ’n’ roll than the Max Azria collection, which is more sophisticated,” said Azria. The girls’ collection features two mini guitars on the back pocket. The wholesale price range of the collection is between $43 and $63. The collection will retail at Marshall Field’s, Macy’s, May Co. and Dillard’s beginning in July.
“The BCBG name is very strong for us,” said Louis Mastrogiacomo, senior vice president of better sportswear at Macy’s East. Speaking particularly of the BCBGirls denim collection, Mastrogiacomo said: “We feel that we have that customer profile — the young contemporary customer — in our stores. This customer is someone who’s interested in contemporary looks, but is just starting out. There are items in the BCBGirls collection that work well with pieces from the BCBGirls denim collection. They’re very conscientious about making it work well together.”
The go-ahead for the denim collections comes on the heels of BCBG’s announcement last month to add outerwear into the mix for fall.
“The consumer reaction in every category we’re opening has been outstanding,” Azria said. “I feel great about it, but it’s more humble not to talk about it. I feel so good because my consumer understands what I’m doing and I appreciate it.”
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye