Max Azria Spring 2008 Collection - Bringing Flirtation Back to Fashion

Max Azria, one the Fashion World’s premiere designers, previewed his 2008 Spring/Summer Collection at the IMG Mercedes Benz Fashion Week in New York’s Bryant Park recently, creating a fashion palette of summertime seduction as he brought flirtation back to fashion.

Strapless slip dresses that slink into night.

An electric charge circulated through the crowd as the runway went dark and the music began to pulsate. Expectation filled the tents as Aretha’s, I Can’t Stand the Rain belted and the lights went up.

Summer dresses with sexy full skirts.

For the Spring 2008 show the design team of Max and Lubov Azria created a display of soft intimate sensuality. Even the most sedate garments displayed sensuousness. Utilizing a seductive color palette of gray, beige, pale pinks, tans and apricots in soft charmeuse, cashmere and chiffon fabric’s, the designs encapsulated what men want to see women wearing.

Simple, understated elegance.

Simple color blocks were used and the unusual paring of color tones such as black with deep tan was striking. The long lines, classic styling and a more conservative hemline emerged at this show with the majority of the dresses being knee length or slightly longer allowing for the imagination to take hold and move thoughts to dangerous areas. The tunes changed to Bob Seeger’s, Come to Papa.

Show stopping block colors that create scandalous imaginations.

The double wrap-around belt was used to create a silhouette on the model and wrapped in a mutli-layered look added a waist band and a second use of a single garment. The combination looks that Mr. Azria presented were of slinky, sensual dresses that looked as though they were made for simple seduction and paired with a coat or jacket could become the daytime’s best kept secret of nighttime delights.

Summer Camisole slip dresses and tap pant.

The formal wear was a sample of white cotton organdy with pleated, tiered ruffles and a scalloped hem. The black cotton organdy formal gown was cut in triangle shaping with an open back divided by a line of black material. The skirt was fitted at the waist and fell to a single floor length hem.

The wide leg flare is consistent with the reintroduction of style associated with classic women who dared beyond their time. The baby doll, slip dresses and tap pant shorts were all slightly lower in hem than one would expect. A hint of exposed skin: a hint of allure. Simple elegance, classic feminine, lacy, flirty, enticing, seductive: Max Azria.

Feminine short skirts that whisper sensuality.

Founded in 1989, BCBG Max Azria is the lifetime vision of one man: Founder, Designer Chairman and Chief Executive Officer, Max Azria.  Named for the French phrase ‘bon chic, bon genre,’ a Parisian slang meaning ‘good style, good attitude,’ the BCBG Max Azria label encompasses a true combination of European sophistication and American spirit.

Sheath dresses and floral wrap prints.

Redefining the designer category by offering innovative, high-quality clothing at contemporary price points, Azria broke new ground when he launched BCBG Max Azria. Determined to build upon the success of his women’s ready-to-wear line and create a complete lifestyle brand, Azria gradually expanded BCBG Max Azria by offering additional collections for women including evening dresses, swimwear, denim, footwear, handbags, small leather goods, sunglasses, optical and watches.

Continuously reinforcing its position in the market, BCBG Max Azria creates a highly sophisticated advertising campaign each season. For the past few years, Azria has turned to a winning team including famed photographer Patrick Demarchelier, stylist Lori Goldstein, and “It” model Jessica Stam. In addition, celebrities such as Nicole Kidman, Sharon Stone, Sarah Michelle Geller, Eva Mendes and Lucy Liu have all incorporated BCBG Max Azria into their wardrobe.

The BCBG Max Azria label is available at retail in over 340 BCBG Max Azria boutiques throughout the United States, Canada, France, Belgium, Spain, Russia, Greece, Japan, China, Jordan and Venezuela, among other countries.  The collection is also showcased in in-store shops in top department stores across the globe, including Saks Fifth Avenue, Nordstrom, Bloomingdales, the UK’s Harvey Nichols, Hong Kong’s Lane Crawford and Singapore’s Takashimaya, just to name a few.

With critically acclaimed collections, a loyal following of Hollywood’s top celebrities, and a strong worldwide presence, BCBG Max Azria has evolved into one of the hottest names in the Fashion industry today.

BCBG Max Azria Group, Inc. designs, develops, produces, and markets complete collections of women’s ready-to-wear and accessories, and select categories for men, each known for being in the forefront of creativity, quality and style. The Group is one of the worldwide leaders in ready-to-wear, encompassing a portfolio of seventeen brands including BCBG Max Azria, Max Azria, Max Azria Atelier, BCBGirls, BCBG/Attitude, To The Max, Herve Leger Paris, Herve Leger Couture, parallel, Max and Cleo, Noun, Maxime, Dorothee Bis, Alain, Manoukian, Don Algodon, Max Rave, and True People, and a retail and wholesale network that includes more than 11,500 points of sale throughout the world.

For more information on Max Azria go to,

Photos courtesy of Mercedes-Benz Fashion Week news group. Photos taken by Getty Images/ Dan Lecca. Bio courtesy of Max Azria Public Relations.


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