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Lubov Azria_TPFW Lauri Levenfeld-1

Lubov Azria

For BCBG Max Azria GroupLos Angeles, CAPhotos & Story by Lauri Levenfeld

Lubov Azria tells the story of when she was 18 and new to Los Angeles,  she walked by a department store and was stopped by the most gorgeous dress sparkling in the window. It was love at first sight! She went inside to try it on, everything was perfect from the fit to the feel. As Lubov stood before the mirror gleaming and twirling, ready to purchase, she looked down at the price tag. It was $3000!! Her car wasn’t even worth $1500.  She felt a pit in her stomach and a feeling came over her that she was not worthy of this dress.  It was at this moment Lubov vowed to herself, and all women, that no one should feel this pain and if she ever became a designer she would make gorgeous, affordable clothes that would make everyone feel good about themselves. This day changed her forever and gave Azria the purpose to follow her dreams and
become the woman she is today. It was at this moment that the DNA of BCBGMAXAZRIA was born. I met Lubov at an intimate dinner she hosted for 45 women held in San Francisco. After Lubov told her story, she asked everyone in the room to introduce themselves (a vital process for her to learn and know about everyone in the room and one we dedicated an hour to during dinner). Instead of asking “What each person did”, the questions were about inspiration, favorite quotes, and a first job.…

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