BCBG Max Azria Group has inked a licensing deal with Trimera Group to produce, market and distribute swimwear bearing the women’s apparel and accessories labels, including the BCBG Max Azria and BCBGeneration names.This will be the first foray into the swimwear field by the BCBG Max Azria company.The newly licensed swimwear collections will be infused with a blend of classic and contemporary looks as well as the premium aesthetic appeal that the BCBG Max Azria fashion house is known for.Distribution in November will be aimed at BCBG Max Azria Group’s 1,200 retail outlets, e-commerce sites and department and specialty stores worldwide.The lines are being unveiled at the July 14 to 18 Miami Swim Show.Max Azria, founder, designer and chief executive officer of BCBG Max Azria Group, said swimwear was a “natural fit.”“We are designing for every woman. Our focus has always been to make women look and feel fabulous while keeping the process of getting dressed effortless. Our women do it all and need chic, easy options that match their fast-paced lifestyles....Trimera Group is an expert in swim, so the partnership will be a win-win for us both,” said Azria.Lubov Azria, chief creative officer of the BCBG Max Azria company, and Max Azria’s wife, described BCBG Max Azria swimwear as a “collection of basic silhouettes in a variety of on-trend colors and prints with simple embellishments to enhance many body types. There is a style for every woman....Our woman has evolved a lot since we first started — she has become more versed in fashion and open to risks with her style.” The line, which will be sized 6 to 16, will retail from $150 to $180.“This has allowed us to grow as a brand and become more versatile with our product offerings. As a lifestyle brand, our goal is to provide women with chic style and design for every aspect of her life,” said Lubov Azria.Regarding a marketing campaign, she noted, “We work to organically connect with our clients and believe in utilizing content to drive commerce so video assets and digital will play a key role. We plan to fully tap social platforms, blogger partnerships and event-based executions for engagement, and have a beautiful ad campaign that will make a statement in national print and digital media.”Meanwhile, Joyce Azria, Max Azria’s daughter and creative director of BCBGeneration, said color and prints gleaned from the brand’s ready-to-wear will underscore the collection.“There’s a lot of high fashion and color and prints are a huge driving factor of our business....The swimwear will feature unique prints....There are bright blues and reds, a pumped-up shade of mint green and even three mixed prints on the same suit. There are also a lot of lingerie details....Trimera is really big in lingerie,” said Joyce Azria.She added that a “famous celebrity has signed up to do a few shoots. All of these young Hollywood girls have a great sense of style.”Separates in the BCBGeneration swimwear line will each be priced $48, and one-piece suits will sell for $98. Sizes will be XS to XL.Kathy Van Ness, president of the Trimera Swim Group, said special treatments will include demi-cup and push-up bras engineered in the suits.“We’ve also used a lot of accessory ideas for embellishments and trims that are used by both brands,” said Van Ness.A first-year wholesale sales projection was not available, but the combined lines could generate sales in excess of $20 million, according to industry estimates.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.