Former BCBGeneration’s Creative Director, Joyce Azria’s fashion brand Avec Les Filles, which was launched at Macy’s stores and online in February this, recently opened a 1,200-square-foot shop-in-shop at Macy’s Herald Square on April 19.
The interior boasts of pink walls, bathroom tiles, smoky walls, black mannequins positioned strategically on marble steps and a glass cube in the centre of the store. Interestingly, the new location also houses shared design pieces with the eight Avec Les Filles shop-in-shops, opened earlier.
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Aves Les FIlles, which stands for “with the girls” in French, launched in 2016, offering soft tailored and sophisticated women’s ready-to-wear, is looked upon as the “dress code” of the inspired millennial. “The line is really for everyone. Today, an 18-year-old dresses like a 30-year-old who dresses like a 60-year-old. It’s really mixed,” Azria said.
Azria plans to expand and open more Avec Les Filles stores at locations such as Macy’s State Street in Chicago, Union Square in San Francisco and South Coast Plaza in Los Angeles. The brand will also open 40 additional full shops and over 100 front-line shops.
“One day, we’ll get into the retail footprint. For now, we are extremely excited to be launching our apparel collection exclusively with Macy’s,” Azria added.
