By  on August 1, 2016

LOS ANGELES — Joyce Azria has exited her post as creative director of BCBGeneration, the brand founded by her father Max Azria, to launch her own line, a contemporary brand aimed at Millennial women called Avec Les Filles.

Joyce Azria, 35, began her fashion career designing swimwear for BCBG right out of college, and has been creative director of its young contemporary brand, known as “Generation,” since 2009. In May, she decided it was time to leave the family nest and branch out on her own. The timing was certainly right; in March, her father left the role of chief executive officer as BCBGMaxAzria Group’s majority stakeholder Guggenheim Partners took financial control of the company that Azria founded 30 years ago. Her stepmother, Lubov, is still creative director of the BCBG and Hervé Leger brands.

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