By  on June 6, 2007

NEW YORK — When Max and Lubov Azria decided to launch a new logo for BCBG, they didn't want to do it quietly.

That's why the company has teamed up with the Whitney Museum of American Art to commission three artists to create a work that incorporates the new BCBG butterfly icon. The chosen artists — John Copeland, Andrew Kuo and Hisham Akira Bharoocha — each created a piece that not only incorporates their interpretation of the new icon, but also uses vibrant colors to reference the art of the Sixties, to go with the Whitney's summer exhibition, "Summer of Love: Art of the Psychedelic Era." The exhibit and the art created for BCBG will be unveiled tonight at the Whitney Art Party, a benefit for the Whitney Independent Study Program, which provides education to young curators, art historians and critics. Tonight's event, for which BCBG is the title sponsor, will be held at Skylight Studios at 275 Hudson Street here.

"Max and I are very much into art," said Lubov Azria, who is creative director of the BCBG Max Azria Group. "When we are creating a new collection, we are always inspired by art. We both really believe that fashion and art are one in the same."

Azria said she and Max had been thinking about coming up with a new brand icon for at least the last 15 years. However, they didn't want to launch one until they knew it was right. The butterfly they chose is really an abstract of two Bs shown back-to-back.

"It's always been a challenge to put the entire BCBG Max Azria logo on some of our smaller items," she explained. "I think our new butterfly will be easy to recognize and easier to showcase on many of our products."

After the art party, the three paintings created for BCBG will travel to a select number of BCBG's 100 freestanding stores across the country, where they will hang in the windows.

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