By  on December 15, 2016
Joyce Azria

LOS ANGELES — The gritty, graffiti-filled stretch of Melrose Avenue across from Fairfax High School is best known for sneaker and jeans shops, a hangout for Millennials vibing on street fashion. It’s a far cry from the massive, all-white Vernon headquarters of BCBGeneration, where Joyce Azria used to work. But it’s here, in an old sneaker warehouse, that Azria has set up her new venture, Avec Les Filles. The open, alley-like space with concrete walls and exposed pipes feels more like a tech start-up than a fully realized brand that will launch on Feb. 1 online and in 155 Macy’s doors nationwide.

“I wanted it to feel that way even though I had positioned the company to launch at scale like this,” Azria said. “We hear each others' conversations, the good and the bad days. It’s the essence of Avec Les Filles, where I’m literally ‘with the girls.’” Azria’s desk sits at one end of the room amidst her designers and merchandisers and assistants.

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