Joyce Azria is finally bringing her fashion vision for Millennial women — her newly launched contemporary line Avec Les Filles — home. The brand, which launched in 155 Macy’s Inc. doors nationwide in March, will open its first retail pop-up at its new Los Angeles headquarters on La Brea Avenue on May 19.
Avec Les Filles’ Los Angeles pop-up shop.
“It’s a summer pop-up, where all of our L.A. followers and influencers and celebrities can come,” said Azria, the former creative director of her father Max’s company BCBGeneration. “With the Macy’s at Beverly Center still under renovation, we wanted a place close to home. We just moved into our new offices last month, in a former tile factory and auto body shop, so it’s the ultimate revival game.”
Since then, Azria has set about transforming the space into a pink paradise while keeping all the vintage architectural details that define many of the structures on the trendy retail boulevard.
“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,” said Azria, who will host a party tonight before the shop officially opens.
Avec Les Filles shoes in Macy’s Herald Square shop-in-shop.
Soon ALF will
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