By  on April 30, 2014

Before Lubov Azria married Max Azria and before she became chief creative officer of the BCBG Max Azria Group, she was all set to quit.

It was 1991 and Lubov was working as a sportswear designer at BCBG, but was frustrated the company was filtering too many retread pieces into the market. In the hopes of getting BCBG’s creative juices flowing, she proposed taking Max on a shopping trip to educate him about the merchandise already available in stores and to illustrate how BCBG was merely being a me-too apparel maker.

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