Avec Les Filles opens first ever LA pop-up shop

While BCBG founder Max Azria is tied up in bankruptcy court, his daughter Joyce Azria is expanding her brand Avec Les Filles with the opening of a new summer pop-up shop in LA.

Avec Les Filles

Joyce Azria previously was the creative director for BCBGeneration, the young contemporary brand also owned by her father.

Like BCBGeneration, Avec Les Filles draws on 1970s Parisian and Californian influences with a romanticized pink decor and casual yet feminine details. Azria has previously rolled out her label in partnership with Macy's at 155 stores.

On why she opened a pop-up in LA, Azria said, "With the Macy’s at Beverly Center still under renovation, we wanted a place close to home."

The pop-up shop is indeed close to home. It is at Avec Les Filles' corporate headquarters which they just moved into on La Brea. Previously, the building housed a tile factory and auto-body shop.

The pop-up is designed to build community. Azria notes it is a location where celebrities and influencers can join Avec Les Filles' LA followers.

She explains, "It’s an interactive hub to showcase our clothes, where we can give our girl everything she’d actually buy and love, married with a cool neighborhood."

In addition to the brand's classic pleated skirts, romantic blouses and tweed blazers, fans of Avec Les Filles can look forward to several contemporary partnerships for the brand in the upcoming year. Azria has announced a collaboration with LA-based Earnest Sewn for a premium denim project.

Avec Les Filles also has entered into licensing deals with Steven Madden for an upcoming handbag line as well as with K&M Accessories for costume jewelry to launch next year.

The Avec Les Filles pop-up will feature a wide range in product. Most of the assortment will be priced under $100 with the leather moto jackets hitting the top price point at $450. Footwear is priced starting at $150. The LA pop-up will receive bi-monthly shipments to refresh merchandise throughout the summer.

It is located at 217 S. La Brea Avenue and officially opens Friday 19 May.



 

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