Word: maxed
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...after a shopping trip to Rodeo to do market research," she says. "He pulled into my driveway, looked at me and said, 'Would you sleep with me?' I said no. Then he said, 'Would you marry me?' I said maybe. Obviously on Monday I went in to resign. But Max apologized. Then I went to his house and saw him sitting with his daughters on his lap, hugging them so gently, and I thought to myself, If that man could love me half as much as he loves his children, I would be the happiest woman in the world...
They wed in 1992, the same year they opened their first boutique, in Los Angeles. "After I got engaged, I changed my mind about fashion," says Lubov, 38, now creative director for BCBG Max Azria, Max Azria and Max Azria Atelier, "as long as Max understood my needs as a designer." It's not surprising to hear Azria call Lubov his muse, whereas she speaks with a bit more nuance. "Max creates the vision, and I make sure it's executed," she says. "We're a great team as long as his office is on the other...
...haute couture, understand consumers from Tokyo to Wisconsin and mass merchants to Bergdorf Goodman. We're going to make sure that every one of our 16 brands has a voice and a very differentiated model." Their slew of brands includes BCBGirls, BCBG Attitude (men's ready-to-wear), Max & Cleo (dresses), Noun (tops and sweaters), Maxime (pants) and young contemporary labels To the Max, Dorothée Bis and Parallel...
...shocks me how much the culture of a company can move it forward. It makes me laugh when headhunters call and try to take a designer from us. So many of them have come back here because they realize that they're not as good without the team. Max and I get a lot of credit for work that is done by a movement...
...size cannot live without thinking it's possible to go public one day." This fall the group will introduce an inexpensive line of teen clothing called MaxRave in 488 stores around the country. It will also launch its first online store early next year. "When I first met Max, he was doing items, baby dolls," recalls Lubov. "I pushed him into doing collections, juniors. You miss out on sales when you do items. People want to see what your vision is as a whole. Of course Max was a visionary because 10 years later it was all about items...