Joyce Azria is a child of Los Angeles’ fashion industry. She grew up working at BCBG, the fashion label founded by her father, Max Azria. After serving as creative director for BCBGeneration, she introduced her first solo line, Avec Les Filles, in 2016. Billed as a fashion label for millennial women, Avec Les Filles has made some moves counterintuitive for that social-media generation such as opening 155 doors at traditional department store Macy’s. Azria talked to California Apparel News on introducing a new fashion label during a time of great change, leadership and why she chose to do business with Macy’s when the retailer is cutting back.

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