The Azrias: LA’s First Family of Fashion
by emili vesilind
Joyce, who had struck out on her own as a designer before agreeing to inhabit the role of creative director for BCBGeneration, says, “It’s a business I grew up with, so it feels like coming back home.” She works with her father daily and teams up with her stepmother on special projects—or to ask for advice. “My dad is so involved in the products,” says Joyce. “He’s a tremendous merchant and a tremendous designer. He’s also a good human being. He always puts people first.”
Daughterly pride aside, it does seem the individuals who surround the couple—from their dapper house manager to their longtime employees— genuinely admire the pair, as people and professionals. “Max treats his employees like his family,” says Beverly Solidon, who’s been with the company for 11 years and is currently director of advertising.
Max invokes a deep force when discussing his motivations for continuing to build the company he founded 23 years ago. “It’s all about love,” he says. “I wake up with love. All love.”
portrait and home photography by Ulrica wihlborg
Fashion shoot: December 2013 issue of Los Angeles Confidential magazine.