BCBG: Bringing Manoukian to Lord & Taylor
In an effort to infuse more European flavor in their American retail offerings, BCBG Max Azria is gearing up to unveil Manoukian at Lord & Taylor stores.
Back in 2005, Azria acquired the French label, and now they’re ready to bring their wares to Yankee shoppers all over the USA.
Creative director Joyce Azria explained,“This way, it was seamless to take all the operations to Los Angeles. I totally get the brand aesthetic and I have a good sensibility for the European market and growth opportunities in the U.S.”
“My dad is very aggressive on acquiring businesses with a strong DNA, and it brings a lot of weight with its name. I feel like women in this category have such limited options, they’re either classic or basic. So we are pushing a little more fashion for her. There’s eyelet detail on a boatneck top, a leather sleeve, colorblocking.”
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