Hervé Léger Fall 2010 Ad Campaign

Wednesday, August 04, 2010 9:00 AM

For Fall 2010 Hervé Léger by Max Azria evolves its signature silhouette under the cover of night. Strengthened by an athletic armor of cross-laced panels and enameled surfaces, she navigates the city in a chameleonic palette of rich blacks and muted neutrals. Moving beyond the modern femininity, the Hervé Léger collection presents a super-powered vision for the future.


Herve Leger Fall 2009 Ad Campaign

Thursday, December 31, 2009 12:00 AM

Fashion designer Max Azria unveiled today the Fall 2009 image campaign for his Hervé Léger by Max Azria collection. The new campaign was shot by photographer and filmmaker Richard Kern and stars downtown New York rock musician Lissy Trullie, who fronts the eponymous band.

“Lissy embodies the spirit of Hervé Léger by Max Azria,” said Max Azria, Designer and CEO of BCBGMAXAZRIAGROUP. “Her look and style resonated with our ‘urban tribe’ inspiration for Fall 2009. Besides being such a unique beauty, she’s also an incredibly talented musician.”

The synergistic collaboration between the musician, photographer and Hervé Léger by Max Azria also produced a Lissy Trullie music video for “Ready For The Floor,” a cover of the Grammy-nominated song by the British group Hot Chip, which was directed by Richard Kern and features select dresses by the fashion house.

The Fall 2009 Hervé Léger by Max Azria campaign will launch in late August and will be used in stores, online and for collateral such as image books and postcards.

Originally founded in 1985, Hervé Léger was acquired by BCBGMAXAZRIAGROUP in 1998, marking the first time in fashion history that a French couturier had been absorbed by an American designer. In early 2007 Azria re-launched the Hervé Léger label with his own designs, which were quickly embraced by today’s most renowned style-setters, including Kate Winslet, Kate Bosworth, Keira Knightley, Beyoncé Knowles, Rachel Bilson and Victoria Beckham.

Continuing to expand its global retail and wholesale network, Hervé Léger by Max Azria is now available at namesake boutiques in Paris, Geneva, New York, Beverly Hills, San Francisco, West Palm Beach, Las Vegas, Aventura and Somerset Collection, on Sunset Boulevard and Melrose Avenue in West Hollywood, as well as at some of the most formidable department and specialty stores worldwide, including Bergdorf Goodman, Saks Fifth Avenue, Holt Renfrew, Harrods, Selfridges, Le Printemps and NET-A-PORTER.COM.

About Lissy Trullie

Lissy Trullie is a musician and band based in New York City. In 2008 they built up their reputation as one of New York’s brightest new bands, playing gigs around the city and winning over curious concert-goers left and right. In December of that year, they recorded and self-produced their debut EP Self-Taught Learner for Brooklyn-based indie American Myth Recordings. After a year of hard work playing shows and growing their worldwide fan-base, Self-Taught Learner was released in early 2009 to widespread critical acclaim. Having since signed with Downtown Records for US distribution and with Wichita Recordings worldwide, Lissy Trullie is currently recording with Bernard Butler from Suede, whose productions include Duffy, The Libertines and Kate Nash. trullie.com

About Richard Kern

Richard Kern, photographer and filmmaker, remains, first and foremost, a portraitist. For more than two decades, Kern has sought to unravel and illuminate the complex and often darker sides of human nature.

Neither strictly portraits nor self-portraits, Kern makes the psychological space between sitter, photographer and audience his subject. With his dry, matter-of-fact approach, he underlines the absurdity of truth and objectivity in photography while playing with our reliance upon taxonomies around sexual representation.

Kern p;rsquo;s images have been widely published in magazines like Purple, Vice, V Magazine and Italian GQ as well as in his numerous books from Soft to the recent Looker, which infuses the soft-focus moments of early 1970s porn with the forensic eye of a police photographer.


Max Azria Fall 2009 Ad Campaign

Monday, August 24, 2009 10:00 AM

In July Fashion designer Max Azria unveiled the Fall 2009 image campaign for his eponymous collection. The new campaign, featuring Ford models Juliana Schurig and Alexina Graham, was shot by photographer Deborah Turbeville in Los Angeles.

“Deborah really understood our creative vision for the season,” said Max Azria, Designer and CEO of BCBGMAXAZRIAGROUP. “Lubov and I are thrilled with how she translated our inspiration into these fabulous images.”

Starting with American Vogue in the 1970s, Turbeville’s moody, elegiac photos defied the contemporary conventions of fashion photography. Her work appeared regularly in such publications as British, French, Italian and Russian Vogue, L’Uomo Vogue, Zoom and W. Her work has been exhibited in national and international galleries and museums.

For Fall 2009 Max Azria explores the “rough refined” ethereal seduction of the dark side. Provocative transparency reveals the body in fragments, while decadent layers of lace, silk chiffon and velvet envelop the body in fluid draping in shades of deep mustard, plum, black and antique whites.

With a desire to let their artistic voices be heard, Max and Lubov Azria fused their mutual passion to give life to Max Azria, the eponymous designer label that debuted during New York Fashion Week in February 2006.

Inspired by organic elements, weightless volume and individualistic style, Max Azria embodies the true visionary. The line’s luxurious fabrics and signature design aesthetic have made the collection a favorite among style-setters such as Madonna, Angelina Jolie, Kate Beckinsale and Eva Mendes, among others.

The Fall 2009 Max Azria campaign will launch in late August and will be used in stores, online and for collateral such as image books and postcards.

About Deborah Turbeville
Turbeville divides her time between New York, Mexico and St. Petersburg, Russia, the city that inspires her most. In 2002 she received a Fulbright scholarship for a lecture series on Photography at the Baltic School of Photography in Russia. In 2005 she taught at the Smolney Institut, also in St. Petersburg, on behalf of Bard College. In 2007 her travels took her to Europe, taking beautiful photos of people and places as only Deborah can see them.

Turbeville’s latest successful book project was published by Rizzoli in April 2009. Casa No Name is the embodiment of Turbeville’s love affair with a profoundly storied house in Mexico. Her dreamy portrayal of her home is a fascinating extension of her fashion oeuvre and an inspiration for anyone interested in the soul and style of Mexico. Due to the great success of this project, Rizzoli is already in negotiations with Turbeville for a new book about fashion to be released in 2010/2011. At present she is on her way to Germany to begin work on another book project for Steidl due out in 2010.


BCBGMAXAZRIA Fall 2009 Ad Campaign

Monday, July 27, 2009 12:00 PM

The Fall 2009 BCBGMAXAZRIA ad campaign was photographed by Sebastian Faena and styled by Camilla Nickerson.


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