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BCBG Max Azria Group Signs Swimwear License

Trimera Group will produce, market and distribute swimwear bearing the women’s apparel and accessories labels.

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 story first appeared in the July 16, 2012 issue of WWD.  Subscribe Today.

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.