collection images: max azria, pre-fall

by Jeremy Danté

surprisingly demure, the max azria collection presented through look book image for the pre-fall season was modest to say the least. in the three tier diagram of the BCBGMAXAZRIA group, the azria namesake label takes second tier, landing just above BCBG. while both collections are designed by azria, concepts & direction of each often take separate paths. while the BCBG brand garners a greater feel of fashion with youthful sensibility in style, the max azria collection seems a bit unenthused. while both collections share the concept of relaxed silhouettes, we see slightly different use of color for this collection & a greater focus is drawn upon solid pieces rather than color blocking. i do appreciate the differentiation in consumers; BCBG being targeted to young & azria focusing in on a mature audience. though not a complete miss, the direction was a bit unexpected & i was left without a wow or sense of satisfaction from this set. but even that being said, it’s still pre-season & show season is fast approaching. a streamlined set of cohesion & concept, but i want more glamour.

imagesource | style