On Tuesday, BCBG Max Azria unveiled an exhibit called “Living the Bon Chic Life Anniversary Retrospective” in its Vernon, Calif., headquarters. The gallerylike space, constructed in a huge storage area, begins with a time line and leads visitors through various rooms highlighting each of the company’s brands as well as BCBG’s marketing campaigns and the craft of dressmaking.
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“A few years ago, we did a retrospective in Lane Crawford in Hong Kong for our 20-year anniversary and I’ve always wanted to do one here because I wanted everyone to see it — they are all part of our history,” said Lubov Azria, who added that she plans to open up the exhibition to local students as well.
“One of the best exhibits I ever went to was MOCA’s ‘Art in the Streets.’ Everyone came and brought their kids and I felt it was because they could associate with it. We want to make this friendly to everyone.”
The time line begins with BCBG’s first catalogue and first store opening. A desk from the pattern room shows how a garment begins as a muslin and becomes a pattern. Another room features photos from its most iconic ads.
From there, a long red carpet dotted with mannequins shows off some of the brand’s most-photographed celebrity gowns. There’s another mannequin exhibit of the runway collections, and one for Hervé Léger by Max Azria that is divided into different moods and techniques.
The Generation room is filled with social media and product.
The last part features reviews and quotes, as well as a retrospective pop-up shop selling one-of-a-kind archival pieces, the proceeds from which benefit Los Angeles’ Best charity.