LISA LEE: Good afternoon, everyone.
And welcome to another exciting event here at Tech Corners.
And I want to give a huge shout-out to Regina.
Where is she?
[APPLAUSE]
Thank you, Regina, for coordinating all
your hard work that goes into this.
I mean it took an hour.
But it takes her weeks, I'm sure, to put this all together.
I'm Lisa Lee.
And I'm really incredibly excited to introduce
Luboc Azria, the chief creative officer at BCBG Max Azria
Group, a global fashion house, with one of the hottest labels
and brands in the fashion industry today,
that styles everyday modern women like you
and I, in the contemporary price point range,
to supermodels and Hollywood celebrities.
She joined the company as a designer in 1991
and was named creative director in 1996.
Under her influence-- and I've been told that she's also
known as the muse of the company--
it evolved from an emerging line to one of America's leading
design houses, including being the first American design house
to absorb the esteemed French fashion house, Herve Leger.
She's joining us here today at Google
to share an exclusive screening of the 2015 Spring Runway Show
and to provide it with some personal commentary.
LUBOC AZRIA: Absolutely.
LISA LEE: And if that isn't enough,
I'm really impressed that she's also
a mother of six, three [INAUDIBLE].
[CHEERS]
So you'll have to tell us your secret and how
you balance all that.
And obviously, you look so beautiful.
So welcome to Google.
LUBOC AZRIA: Thank you.
Hi everyone.
How's everybody doing today?
AUDIENCE: Good.
LUBOC AZRIA: Good.
Well, I'm very happy to be here.
So it's very exciting.
And I think we should start, right?
LISA LEE: Yes.
So really just to start off so that everyone
gets to know you a little bit better,
if you can tell us a little bit about yourself,
and some of your passions, and how
that translates into your personal style, and the work
that you do?
LUBOC AZRIA: So I'm originally from Ukraine, Kiev.
How many of you actually were not born here?
OK.
So you'll love this story.
So briefly, I was born in Kiev.
And I think that your cultural background sometimes
defines you.
I think when I was growing up, I was
meant to be a prima ballerina.
So from the age of 4 and 1/2 to 5--
actually, I was about 5 years old, where they come
and they test you, how limber you are and everything else.
Your life is determined.
And so I trained in-- there's like little satellite groups
of Kirov ballet.
So that's how my initial training was.
But my true passion was always art.
And I loved drawing and painting.
And I took art classes.
Anyway, in the 1980s, Brezhnev signed an agreement with Israel
to let the Jews out.
I'm Jewish.
And there was a huge prosecution against Jews.
We couldn't attend universities.
We couldn't actually get higher jobs.
We couldn't do a lot of things.
So my parents were lucky enough to leave.
And so we immigrated to the United States.
And the place that we end up in is San Antonio, Texas.
[LAUGHTER]
Of all the places, it was San Antonio, Texas.
And so I really started growing up there.
And I have to say that I never thought of fashion as fashion,
like I didn't know the fashion industry existed.
In the former Soviet Union, it was
like everybody was wearing the same thing over and over again.
So I didn't really realize that there was a fashion world.
All I wanted to do was to be an art history professor.
So I studied art.
I was really passionate about it.
And obviously, I danced as well, on the side.
And so in 1986, there was an oil crisis in Texas.
And a lot of people lost their jobs.
And so we moved from San Antonio,
Texas-- and I know it's a lot of story.
But there's a good point to it.
So we moved from San Antonio, Texas to Los Angeles.
And I remember being in LA.
And I am 18 years old.
And I don't know what my future is.
All I know is that I want to be in art.
I want to be in something that really has--
the possibilities are endless.
And I can create something that can make a difference.
So anyway, I am in Los Angeles.
And it's two weeks after I arrived there.
And I decided to go shopping.
And I went on Wilshire Boulevard.
So I'm just walking on Wilshire.
I don't know if you guys, any of you know LA?
But it's like a-- anyway, there's large department stores
there.
So I was walking by one of the department stores.
And there was the most beautiful dress in the window.
I mean the dress was so stunning.
And I decided that I'm just going to go in.
I've never been to this department store.
But I'm going to go in and try it on.
As I walk in, I ask for the dress that in the window.
And the sales person there said, well, it's on the second floor.
We having a new trunk show.
They gave me the dress.
And so I went into the dressing room, put it on.
It was stunning.
It was the most beautiful thing I've ever had on.
I started twirling in the dress.
I mean just having a good time, until I saw the price tag.
And the price-- now, remember, this is in 1986.
So the price tag was $3,000.
And I remember my car was $1,500.
[LAUGHTER]
So that it was not going to work.
And at that moment, as I was looking
at myself in the mirror, at that moment that pain hit me.
The pain was that I'm not good enough.
What am I doing here?
People like me don't wear clothes like that.
Really, like all the negative things
just started flowing through me.
And I started crying, but sort of tearing up more.
And then I pulled myself together.
I looked in the mirror and I said, if I ever,
ever become a designer, I will never
make clothes that are that expensive.
I will never make a woman feel this pain.
Nobody deserves to feel this pain.
And I made that promise.
I took off my dress.
Now, again, I didn't know it that I wanted to be a designer.
I had no idea.
Took off the dress, put it on the hanger,
zipped it up, thanked the sales people, and left.
Next day, believe it or not-- not next day,
but like two days after, a fashion school came in.
And I filled out, saying I liked fashion.
I like this.
My whole life from that moment on-- it's like in that movie
when you make a promise, everything, like, starts
opening for you, everything in my life from that point on.
I went to fashion school-- well, I filled out a application.
The next thing I knew, I was in the fashion school.
The next thing I knew, I had a job.
It was just everything was just incredibly--
it's like my destiny was created at that moment.
And I don't know if any of you had that experience.
But it's just sort of, you do thing and you make a promise.
And then everything in your life changes.
And so to me, fashion represents--
it's not just about clothes.
But it's about making a difference.
Do you know I'm saying?
I believe that if you make a woman feel and look beautiful,
she can make this world a better place.
LISA LEE: So it looks like it all crystallized for you.
LUBOC AZRIA: Yeah.
Yeah.
LISA LEE: And so from that point on,
how does that experience-- how does that translate
to your designs today, and the labels, and what you do?
LUBOC AZRIA: Well, it translates in every way.
I mean until this day, I fit every single piece.
I also kind of realized that-- for example, I
don't know if you know anything about making clothes.
But you can take a dress that you're wearing, for example.
You can take a dress like this and you
can have it 10 times more expensive,
if you don't think about the marker, and the fabrication,
and how it moves.
So we really engineer everything to give you
the best price that we can.
Because I believe that a woman has to feel good.
Most designers don't appreciate, I
think, the consumer and their spending power.
Or their knowledge, I think I would want to say.
Like, women are so much smarter.
You don't have to be in fashion business to understand fashion.
You don't have to be.
You know what you like.
And that's the most important thing.
Fashion is about connecting with something.
So what I do is I create clothes that I want to wear.
I'm a woman.
It's so interesting because in design, we always
think that we're somebody else.
But we're not.
We're women.
The majority of my team is also females.
And then we love what we do.
We get excited about the product.
We can't wait to wear it ourselves.
We can't wait to create a product that we
respect and want to wear.
And I think that's the difference.
We don't have to do a lot of things.
Like I will not create clothes just to create clothes.
I really want somebody wearing it and feeling
beautiful and elegant.
And I believe that you live one life.
How do you want to live your life?
Do you want to hide behind clothes
or do you want to celebrate yourself?
And if somebody would take a picture of you
every single day, would you be proud of that?
You know, one life.
And so to me, that's very important.
LISA LEE: That's really, really inspirational.
And I think it's something for people to keep in mind.
But many of us here, I'm sure, are
busy working women, as well as some of us have kids.
And so how do you balance that in terms
of getting up every day and to think about yourself first,
as opposed to your family and all the other responsibilities?
LUBOC AZRIA: Well, like I said, think about yourself first.
I mean there's a safety message on the plane.
It says when the oxygen mask comes down,
put it on yourself first, and then on your children.
And I think a lot of women don't do that.
We tend to take care of everybody else.
And then we feel like something's wrong with us.
And I think truly taking care of yourself is so important.
And I'm not talking about that idea.
I'm talking about exercising, eating right, doing the things
that you love.
If you love, for example, I don't know, roller blading,
go rollerblade.
If you love, making jewelry-- if you love anything,
do you know what I'm saying, make sure you're doing it.
Because that is what's going to satisfy who you are
and create-- in life, you don't find yourself.
You create yourself.
So create the type of person that you want to be.
Most people go around the world and go, oh,
this person is so chic.
She was born that way.
She wasn't born that way.
She created herself.
Do you now what I'm saying?
She watched.
She learned.
And she wanted to be that person.
So you become that.
And I think in terms of balance and being a mom,
I think being a mom is one of the greatest
gifts in the world.
I mean those kids are our greatest teachers.
And yes, they're tough.
But that's because they're trying to find who they are.
And we just have to let them grow.
And I think being friends with your children is so important.
I think we're always trying to tell them what to do.
And I think, don't.
I think they'll do the right thing.
I notice the less I tell them what to do,
the more strict they are on themselves.
And I have five daughters so it's
kind of like-- it's a party at the house.
LISA LEE: So I have to ask, because my daughter,
they always decide what they want to wear.
And it doesn't always match.
LUBOC AZRIA: Oh.
LISA LEE: And you're like, do you really
want to put those two things together?
So do you let them experiment and let them?
LUBOC AZRIA: Yes.
Actually, I think that's how you create fashion, by being wrong.
I don't think fashion should-- I mean we don't match here.
It's a piece that she likes.
She probably likes this great pair of shoes
and she just wants-- it's about certain things that they love.
And let them do it.
I mean I remember my kids, I couldn't get them out
of Halloween costumes for, like, a year.
And I said, hey, if you want to be a superwoman, go ahead,
every single day, or tutus.
I mean that was, like, number one search word, right?
Or like a item, tutu skirts.
[LAUGHTER]
Mine is in the car, with the bathing suit and flip-flops.
No.
But it is.
Just let her be.
I mean obviously she has a reason for it.
How beautiful is that?
LISA LEE: Right.
And so you often hear people define their style.
They saying I'm casual or I like the bohemian look.
Do you believe in that?
Or do you feel like it's-- like you talked about experimenting.
And so what is behind that definition
and do you encourage women to sort of throw that
out the window and say just wear what
you feel is most comfortable and defines you for the day?
LUBOC AZRIA: Uh-uh.
I think it depends on your lifestyle.
I think that most of us-- I mean,
it depends if you want to blend in.
Like, I think that women should experiment with stuff.
I think that's playing.
Do you remember when we used to play with clothes, dress-up,
and all this?
What happened to us?
We stopped playing.
We stopped experimenting.
We stopped living.
If you're taking fashion too serious, you're doing it wrong.
You're supposed to go in and try every single thing in the store
and have fun.
Because women do not dress based on trends.
They dress based on their body shape, period.
You know what's going to look good on you, right away.
You don't need a salesperson to tell you.
So you know if you look good in strapless dresses,
you wear strapless dresses.
If you look good in v-neck, you look good in v-neck.
That's because you know it.
You put it on and it's right.
And that's the difference.
Comfort, obviously, is extremely important.
But you can be elegantly comfortable.
LISA LEE: So when you are feeling a little down or maybe
feeling you don't quite have the confidence,
what's your go-to outfit that you'd sort of recommend people
think about.
LUBOC AZRIA: A really big muumuu, sunglasses.
[LAUGHTER]
Yeah.
Those are the days where you're just having a good day.
[LAUGHTER]
I love muumuus.
I have nothing against muumuus.
They're great.
LISA LEE: And so you talked about your background,
and your culture, and dance, for instance.
Has that influenced your focus on comfort?
Because obviously as a dancer, you
need to be able to flow with the clothes.
And how has that influenced your life?
LUBOC AZRIA: Well, I think as a dancer, one thing that I
learned is discipline.
I think you have to be really disciplined as a dancer
and you have to be very consistent.
And the other thing I learned how a woman's body moves.
So I actually fit every single garment in BCBG.
There's nothing that leaves, except for BCBCGeneration,
but BCBGMAXAZRIA, or Herve Leger, the Runway line,
I actually physically fit it on our fit model.
And I go over all the details.
And I actually put it on myself, as well.
Because I want to know how it feels.
Because I believe that if you need alterations,
then-- most women think that there's something
wrong with their bodies.
There's nothing wrong with your body.
Your body is beautiful.
There's something wrong with the fit of the clothes.
There's amazing brands out there that have great quality
and they look good.
But you put it on and you look dumpy.
And understanding proportions I think is very important.
Understanding textures, fabric, colors is important.
So when I'm actually in the fitting room-- by the way,
my fit model is not somebody who's very young.
She's actually in her 50s.
And the reason why is you can take a beautiful, young model
and everything is going to look good on her.
But you take a 50-year-old model and you
try to make her look amazing, that's the difference.
And so I actually do the opposite.
I take something that I think-- she's beautiful anyway.
But it's just more of appreciating what happens
and where you need a lift.
LISA LEE: And in terms of comfort-- I mean,
I think that's one of the challenges.
Like, I know for myself, wearing heels, it looks great.
I'd love to wear them every day.
But it just doesn't seem that comfortable.
LUBOC AZRIA: Right.
LISA LEE: What's your recommendation for balancing
practicality with style?
LUBOC AZRIA: I think it's the same thing.
I think have a pair of shoes with the heels in your bag.
I mean, right now bags looks suitcases anyway.
I just think it's important-- like if you're in a meeting,
it's nice to wear a heel.
You're sitting down anyway.
If you're running around, obviously it's
better to wear something that's comfortable.
I mean I run a marathon.
So my feet grow a half a size every time I run.
It's getting ridiculous.
Anyway, I like comfortable.
I always have either flip-flops or something in my bag,
just so that I can relieve pain.
But I have to tell you, technology, let's talk it.
You guys are in the head of technology, right?
Why can't we get little massage pads inside the shoes
so you can just plug-in?
So when you're sitting there, you're
actually getting a massage.
[LAUGHTER]
I want to buy remote control luggage.
Can we talk about when you're traveling?
There's remote control cars.
Why isn't there a luggage remote control?
LISA LEE: [INAUDIBLE].
LUBOC AZRIA: Yeah.
You just go, right?
I'm serious.
There's so much to invent.
I was sitting and having a conversation
with someone yesterday.
And they were talking about all this technology for clothes
and your clothes can light up in the dark.
And I thought, well, OK.
If you have a purpose for that, I think it's important.
But there's so much innovation in textiles right now.
There's fabrics that make you feel good.
They have a little bit of copper in it and something else.
I mean there's so much innovation.
It's very exciting.
Because the clothes are supposed to protect you, and make
you feel beautiful, and make you feel comfortable.
But not everywhere do you want to be comfortable.
Remember, the moment you're really
comfortable that means that you're not living,
you're existing.
Like, it's nice to be a little bit uncomfortable in everything
because that's how you're moving forward.
Think about it.
If you're too comfortable, you're
not probably producing what you could be producing.
If you have a little discomfort-- like,
I'm always looking at the collection.
And if it's too perfect, I'm like, no.
Something is really wrong with that.
LISA LEE: It's motto we live by here at Google.
Always try things that are-- or always uncomfortably excited.
LUBOC AZRIA: Absolutely.
I think that's how you live, and you grow, and you evolve.
Complacency doesn't get you anywhere.
LISA LEE: Right.
So talking about technology, I'd love to ask you,
do you have a favorite Google product?
LUBOC AZRIA: Yes.
Google Image Search, can't live without it.
Yes.
Absolutely.
LISA LEE: And how do you use it and how does it influence you?
LUBOC AZRIA: Every day, I just literally with research
for images.
I remember we used to go to libraries
and sign the books out, and bring them, and then copy them,
and then put them in folders.
I mean I don't throw away anything.
It's a really bad idea.
And so now, it's amazing.
You can just really find anything, save it, use it,
print it out.
I mean we will make the most amazing inspiration boards.
It's fantastic.
LISA LEE: Yeah.
And what about in terms of social media?
I mean I think there's Twitter, there's Instagram,
there's Google Social.
How do you use that to connect with your customers
and to get to know them better?
LUBOC AZRIA: Well, I remember when we did our first runway
show in 1996, in New York, people didn't know who we were.
And we were the first contemporary company
to show during the Fashion Week in New York with designers.
And I don't know if you know the whole idea?
Design is really a price point.
That's all it is.
Everything is designed.
There's no product that's made generically.
Even a t-shirt, I think t-shirts are the hardest things
to fit anyway because you need to get that fit right.
Anyway, going back to-- so whoever reviewed us,
defined us.
And they put us into a certain box.
And there's nothing we can do about it.
Because at that time, there was no social media
to tell you a story, to tell your message,
to inspire, to connect, to really
make the consumer or your audience
understand you as a company, your DNA.
So I feel that social media now, it is incredible.
We tell our stories.
We tell our passions.
We connect.
Whether it's Twitter, or Pinterest, or Instagram,
whatever it is, we're telling stories.
And they're curated because it's our point of view.
That's how we would want to see things done.
And I think you see the aesthetics.
You see our sensibility.
You see your passion.
You see our creativity.
You see who we connect to.
And that's unique to each brand.
And I love that everybody's on social.
I really do.
And I love the Twitter.
I love that you can send messages
to the world about what you're doing and connect.
LISA LEE: That's great.
And so how does that influence-- in terms of, like, design,
like do you ever think about, oh, someone's
given me this great idea.
LUBOC AZRIA: Absolutely.
LISA LEE: And we need to move sort of a different direction
that what we were originally thinking.
Does that happen?
LUBOC AZRIA: Yeah.
So what usually happens is that we get a suggestion
and we meet people.
I'm very big about meeting people and understanding
their needs.
Because obviously, we don't create everything
for ourselves.
But there is a definite need.
So through social media we have, we love our fans.
Or we have a Week of Chic or things
that we do to really get closer and understand
what our fans like.
And so I think in terms of ideas, I don't know.
We're so creative, too creative.
We need to be more operational, people.
LISA LEE: And what are some of the latest inspirations?
LUBOC AZRIA: I've got so many.
LISA LEE: You know, kind of come across some of them.
Do you just wake up in the morning thinking about them
or as you're just walking down the street you
see things that spike interest?
LUBOC AZRIA: Lisa, I think it's everything.
I think being here, you never know.
I might do some primary colors [INAUDIBLE].
[LAUGHTER]
I think the idea is that what you connect to.
I think that art is very important.
Does any of you paint or draw?
Self-expression, how difficult it
is when you actually step away from it and put it on a wall.
So I think art to me is very personal.
And what we connect to is personal.
So that's a huge influence.
Travel is great.
You know, textiles.
People, I work with the most creative,
amazing, innovative people.
And I'm obsessed with them.
And most of the time, they come up with ideas.
And I'm just like, oh, I'm not so sure.
[LAUGHTER]
And really, I love it.
No, I think it's really working with the team
and really kind of connecting.
And I think they bring a lot of ideas and then we share ideas.
My overall job is not just to design,
it's to really bring clarity.
Because if we throw everything against the wall
and see what sticks, it takes too long.
I'm almost like, I edit a point of view
to make sure that-- it's one thing being creative.
It's another thing being successful.
We create for a woman.
And we want her to feel beautiful.
And obviously, we're not going to do three sleeves
or we're not going to make her look like a clown.
And I always want a woman to look a certain way.
A woman always wants to look taller,
and slimmer, and more elegant.
LISA LEE: It sounds like you work
with a lot of inspirational women.
LUBOC AZRIA: I do.
LISA LEE: And so for yourself, you've become very successful.
Any advice you'd give to the women in the audience
about becoming a leader in your space, and sort of the path
that you took, and the characteristics I
think that you find most important in leaders?
LUBOC AZRIA: Absolutely.
I think we need to define what success is.
Success to me is doing what you love,
and having passion, and living your life so that you're
exhaustive about passion.
That to me, is truly success.
In terms of being a leader, I think
it's surrounding yourself with people
who are better than you are.
That takes strength and that takes courage.
People are everything.
We work in a community.
And you really have to surround yourself
with people who bring out the best.
And in terms of leadership, live by example.
If you challenge somebody, they have to do that, make sure
you can do it as well.
And I think that's important.
People don't work for a company.
People work for other people.
And I think it's important as a leader to be true to that,
to be honest, to lead by example,
and collaborate with people, give people opportunities.
I think that's so important.
And I have just a quote.
I have this amazing quote for all of you females,
by Madeleine Albright.
Because she said, "Women who do not help other women
have a special place in hell."
[LAUGHTER]
And the reason why she said that is because a majority of women,
they are not CEOs, or CFOs or at the top of the-- I
call it the food chain-- is because other woman sabotaged
them, not men.
Women sabotage women.
So if we stop doing that, there will be more leaders out there.
And our goal-- I mean we have a whole program.
It's called Contributor Program, that I
think is extremely important.
So it takes women that perhaps are not in the news,
or women who are just incredible leaders in their own rights.
I wrote their names.
It was Padma Warrior, who is with Cisco Systems.
She is beyond amazing.
She was one of our first contributors.
And I loved her strength, her passion, her vision,
and how she made it to the top with just
caring about other people.
She never thought about herself.
Do you know what I'm saying, always doing by example.
I have another female, Claire Rothman, who is amazing.
She is 86 years old.
She was the head of Forum, an amazing woman,
and how they did it.
And they did it through recognizing other women,
never stabbing anybody in the back, caring for people,
understanding, following through.
And I think that's true leadership.
And so on in this Contributor Program that we're doing,
there's videos that you can watch.
But they're just amazing women, who just simple.
It's not about being complicated.
LISA LEE: It's about knowing who you are
and being true to yourself, it sounds like.
LUBOC AZRIA: Absolutely.
LISA LEE: That's great.
I wanted to make sure we had time to run the runway show.
LUBOC AZRIA: Yeah.
Yeah.
LISA LEE: And make sure that you can
get some commentary on that.
LUBOC AZRIA: Great.
LISA LEE: Anything you can give us in terms of ideas?
What are your favorite pieces in this runway show?
LUBOC AZRIA: Oh, sure.
OK.
So let me tell you the inspiration,
so you kind of get an idea.
And then I'll walk you through it.
So basically the inspiration started
is, I was in New York City, where
the runway shows are basically.
So I was at ABC Carpets, which is one of my favorite stores.
If you're ever in New York, you have to visit.
But it's basically furniture, carpets, accessory, everything.
And it's curated in such a beautiful way.
I was so inspired.
And so I went to the fifth floor.
And there's amazing rugs.
They're either rugs done from Eastern Europe, Persia, Turkey,
all over the world basically.
And what they do is they take-- and they're
the most gorgeous colors you've ever seen.
And they look familiar.
They look like the are traditional rugs.
But they're are not.
And I was so impressed with the process.
So I googled it.
And it's called Color Reform.
And what they do is they take carpets that are damaged.
So carpets that perhaps are not so great or carpets that
didn't make it to "A grade."
And they bleach them, dry them in the sun,
and they redye them.
And each carpet is one of a kind.
And I thought that was so innovative.
Anything, whether it's in fashion or in tech,
what makes a company successful is passion, vision,
and innovation.
And they have done this with these carpets,
where each artist puts passion into it.
The innovation is how they're done it.
It's just such a great process.
So anyway, I was obsessed with it.
So I took pictures, tons of pictures of the carpets.
And the prints that you're going to see here
are actually done from the carpet kind
of pictures and inspiration.
So we did graphic design, obviously,
and printed it on silk.
And then the other inspiration was we're in California.
So it's about sort of bohemian spirit.
It's about women-- like, I wanted
her to just feel so beautiful, elegant, and airy.
And I just wanted that bohemian side to come through.
And then on the third note, my daughter
just got married, actually last week.
So it was such a beautiful event, I have to tell you.
She was she was stunning.
And, yeah, it was quite emotional.
So when we were working on this collection,
I kept on thinking so this is everybody
that's walking down the aisle.
[LAUGHTER]
The whole party, this is how I want.
That's the finale that you're going to see.
But that's how I want everybody.
Of course, that's not what ended up happening.
LISA LEE: I have to say, how much does she
let you influence her?
LUBOC AZRIA: Remember, in life, it's not what you want.
It's what you get.
[VIDEO PLAYBACK]
[MUSIC PLAYING]
So, very important, when we do shows, the first five models,
this is their first show ever, meaning they don't-- I want
to promote young women here.
So this is just really beautiful.
So we have a little bit of this kind of strength.
The belt that they're wearing, which is like a karate belt,
that that with everything being very feminine,
it's nice to give it that strength.
In fashion, you need opposite things.
If something is very fragile, give it something hard.
That's what makes it contemporary.
So that's actually-- well, where's the dress?
This is a perfect jumper, until you turn around.
There you go.
So this is your swimming jumper actually.
So do you see a little peek where her shirt is?
That's a little bit of the carpet,
kind of feel, the design.
They're actually quite beautiful.
And I love all the trapunto stitching
which is done on this jacket.
Now, do you know why models don't smile?
Because you're modeling clothes.
You're like a hanger.
So if they smile, you smile, then
your attention goes off somewhere.
And also, they walk kind of interesting.
They walk like this a little bit.
And the reason why is sol the clothes don't wrinkle.
And I love the idea of versatility
and just having the vest being versatile.
They're all reversible.
Now, where is she going, guys?
Come on.
I say to Starbucks.
[LAUGHTER]
I dare one of you to wear this to the corporate meeting.
[LAUGHTER]
In real life, it's a little higher.
Yeah.
Can you imagine.
I'm sure you'll get attention.
They'll ask you.
But that's what it's all about, right?
Great clothes open all doors.
I also think that there's something really beautiful
about surprises.
Like when a woman comes towards you, you're looking.
Most of us try to-- or men-- try to look at their face.
But when they turn around, there's always something.
So I believe that the back sometimes is
more important than the front.
Because as they're walking away, everybody's looking.
Yeah.
I love these models.
They're so tall and so uncomfortable
with their bodies.
You should see it.
It's so funny.
There's a little thing that they do.
So I fix them before they come out.
So I'm like, you know, like.
And there's so much static spray in the back.
Oh.
So you're just like spraying and you're fixing,
and you're making sure.
And they're like standing there like this.
They're 17 years old, 18, 19.
Half of them don't speak English, which is fantastic.
[LAUGHTER]
And they're just standing there.
And then once the light hits them, they're like,
this is done.
It's all done.
It's nothing.
When the light hits them, they're
like-- it's like you're seeing them appear.
It's so crazy.
This is gorgeous.
And so this is actually, again, from the carpets.
They're like, ah.
This woman, her name is Mijo.
And she's amazing.
She's from Macedonia.
Do you guys even know where that is on the map?
Google it.
But it used to be were Alexander the Great came.
That country used to rule the world.
And again, they're just effortless pieces.
You just put them on and go.
You can put a denim jacket over it.
You can put heavy boots with it.
It's how you wear it.
I always feel like you should dance
in the rain in your clothes.
And if you can't dance in the rain then--
did you ever want to put a beautiful dress
and just go swimming in it?
Do it.
[LAUGHTER]
And by the way, we have to-- so the runway shows,
the garments actually are fixed.
But we can't really have everything open.
Down the runway, you need to get that wow feeling for editors.
So you don't line the dresses most of the time.
And you leave things a little bit more open.
But in real life, it's much more safe.
Yeah.
She's gorgeous.
LISA LEE: I love how you carry the theme of the belt
throughout too.
LUBOC AZRIA: Yeah.
LISA LEE: It adds that strength.
LUBOC AZRIA: It's great.
This collection is so interesting because
from the beginning, from the first piece to the time
that it actually makes it to the store, I see it like 30 times.
And I know when something is good is
when I'm not tired of it.
Like, I'm still excited to go then and actually wear it.
And that to me is when the collection really resonates.
And this is all like handkerchiefs,
all done in chiffon, which is just cascading down.
And this I just love.
And see how the girls are tougher?
The more feminine the clothes are, the tougher for the girls
are.
I like that.
[LAUGHTER]
There's no story behind this.
And see how beautiful she is, but the clothes is then tied?
Because she's too pretty.
You put her in this sweet dress and it just doesn't work.
[MUSIC AND SINGING]
This should be everybody's wedding song.
Um.
So that was going to be my outfit for the wedding.
But you can't wear white.
[LAUGHTER]
But that's a perfect bride.
Isn't that cool?
Can you imagine somebody?
That's like, yummy.
And, obviously, I love jackets.
So I was saying, Monica and I today
will look like we're from the rock band.
And this is so pretty.
That's also like an amazing wedding dress.
But, of course, my daughter decided to wear something else.
[LAUGHTER]
And that's all handkerchiefs, too.
Again, they're not that low in real life.
And this is my angel dress.
Those are wings.
I thought if you ever want to fly.
And one of my good friends, Bo, just wore this to a premier
in New York.
But she's so beautiful.
Again, you don't need to show that much skin.
It's about sort of the flow of things.
She's so nervous.
Now, don't forget that this is the first show in New York
Fashion Week.
But this opens up New York Fashion Week.
And we had like people weeping.
And it's 10:00 AM.
So people probably didn't have enough coffee or maybe too
much coffee.
They're going through some emotional--
so that was going to be my dress.
And then for the wedding, but it wasn't about me at the wedding.
[LAUGHTER]
Although, I imagined that it was going to be.
Again, have fun with the clothes.
LISA LEE: [INAUDIBLE].
LUBOC AZRIA: Just enjoy it.
It's so much fun.
It's so funny.
We asked the model, so what do you think when
you're going down the runway?
What are you thinking?
She's like, pizza, where am I going
to get my nails done, where do I-- I'm like, really?
Pizza, I know.
[APPLAUSE]
And that's my pookie.
That's by husband.
[END PLAYBACK]
Now, he's my muse.
I know.
LISA LEE: Thank you so much for the commentary on that.
I mean it definitely, I think, sheds a different viewpoint.
And just analyzing it, so you're not just seeing the clothes
and how beautiful they are, but the contrast.
The belt, the lines, how they're very simple, but strong.
And yet, you've got the flowy component of the chiffon.
So congratulations.
LUBOC AZRIA: Thank you.
LISA LEE: I think we're all excited that it's the weekend
and we can go shopping.
I wanted to make sure we left some time for questions
from the audience, if anybody has any for Luboc?
AUDIENCE: Since you joined the company in 1991
and it have been to 2015 now, has the vision for the company
kind of changed?
And how are you actually contributing to driving it?
And what's your corporate story, a little bit?
LUBOC AZRIA: It has changed.
Well, it hasn't changed.
It has evolved.
I think that in the beginning, the difference between BCBG
and another company, it is design-driven.
It's not merchant-driven.
Do you guys know the difference between it?
So merchant-driven, it is like a GAP, or Banana Republic,
or companies that sort of produce based on the new units.
Like, it's a little bit more-- it's different.
Design, we're design-driven.
So basically we create things that we want to wear.
So it's very different.
So with the times-- and we've seen economically what happens.
Do you know what I'm saying?
So you have to always change and evolve a little bit.
At one point, we had 20 divisions.
Then we went to, like, six divisions.
So you're constantly trying different things.
When we originally started BCBG-- well,
Max started BCBG, let me clarify this.
He started BCBG in 1989.
When I joined the company in 1991, Max at the time
was doing item business.
He was doing pleated skirts, stirrup pants.
He wasn't doing collections.
When I joined the company, I realized
that there's a huge void.
At that time, there was either Donna Karan at the top
or there was Casual Corner.
There was nothing in between.
I mean you had a white space that was so-- I
didn't understand how you cannot make clothes in the between
range.
So we were one of the first contemporary companies,
basically in America, to create that type of fashion.
With time, more people started going in that territory.
So you had to kind of decide which other places.
You're constantly looking for voids.
And once you realize that a woman dresses based on her body
shape, not based on trends, you start
creating clothes that are versatile,
that are right for her lifestyle.
So you kind of evolve it.
So I don't believe in one particular formula.
I believe you are changing, evolving, and growing.
So with my position in the company
I think-- when I became creative director.
Now, I'm more involved with marketing.
So you have other departments start reporting to you
because your vision is so direct.
So one thing in fashion is you don't want to be anybody else.
Your DNA defines you.
Like, for example, Herve Leger has a very distinct DNA.
And I'm not going to start doing something for them
that I think out that alignment.
With BCBG as well, I will not do-- like, I've
been trying to do jeans though.
But I will always stick to making a woman feel and look
beautiful.
I will not make clothes that sort of doesn't
do that and evolve.
But my position the company has grown
in terms of how many departments report to me, which makes it
very little time for me.
LISA LEE: More demands.
LUBOC AZRIA: Just a little.
AUDIENCE: My question is more on the career development side.
So obviously, we all work in tech.
And it can be more of a male-dominated industry.
And so I'm wondering what your experience is
like as a female leader in such a female-centric industry?
And what that looks like as you kind of rose in the ranks.
And what that looks like now as maybe a female community,
where, like you were saying, you're employing
future female leaders?
LUBOC AZRIA: Well, my situation is very different.
Don't forget that I actually married Max.
So I was already on top of food chain.
[LAUGHTER]
But I have to say that I really-- I wanted to learn.
The one thing I've learned is fashion
is still very male dominated.
The bankers, the real estate, everything, it's very male
dominated.
I think what you need to do is really be there, be honest, do
more than you need to do.
And I think it's being present, communicate well.
I mean men are very simple creatures.
And I'll explain to you why they are simple.
Because we bring men-- women create men.
And we bring them up.
And all they need is significance.
You tell them that they look good,
you tell them that they do well, that the projects that they did
were great.
You align with them.
And you see the results happening.
Do you know what I'm saying?
Like I said, you just have to-- they're not your-- you just
communicate well.
And that's it.
You communicate well.
You be open to their ideas.
You show them your ideas.
Before I was at BCBG, I worked for a designer.
And I remember leaving sketches every single day on her desk.
She didn't want any help.
But I would leave it just because I
thought this was a great idea.
This was a great idea, maybe this.
We like to see passion.
We like to see people who want to do more.
We like to do that.
And with that, you can really grow.
Nowadays, I think everybody is always
looking for that next talent, that next person
with great ideas, innovation.
And also put yourself always-- if you think about
me, me, me, me, you're never going to get there.
Like if I'm creating clothes to make money,
I will fail every single day.
You have to have a greater purpose.
So if your purpose is to get a higher level position,
then you need to read the job description.
You guys don't have job descriptions here.
But you have to see what that person is doing
and what they're excelling at.
Do you know what I'm saying?
And then you see, can I actually do that?
We talked earlier about success.
And it's very lonely at the top.
And if you're the type of person that
likes to connect with people, collaborate, and be together,
and the whole thing, at the top sometimes,
when you have to make every decision--
it's not always right for everyone.
I just want to just put it out there.
As a woman, we like to collaborate.
We like to share.
We like to do different things.
At the top, it's kind of you have to--
Like my husband, a lot of times, he'll
make decisions that I totally disagree with.
But I'll sit there and I'll talk to him about it.
I'll have him explain to me why he made the decision so I
can better support his vision.
And that's what makes a difference,
not just saying, OK, I'll do it.
No.
Don't just do it.
You understand the whole-- like the difference
between, I think, a lot of people
who are at the higher level, why they
make perhaps a smarter decision, it's
not because they're smarter.
It's because they see the whole thing.
So they know that this person is already doing this,
and this person is already doing this, and this is doing this.
So you can connect the dots better.
Where, if you are only doing that,
you can't see other parts.
So I think in terms of growing as a leader,
I think you want to make sure that you're
supporting, learning, growing, read more, educate yourself.
In nature, anything that doesn't grow, dies.
Anything that doesn't contribute, gets eliminated.
LISA LEE: What I want to hear from that
is you're also leaning on some of the skills
that women are strong at, collaboration, listening,
and communication, and pulling those ideas together.
LUBOC AZRIA: Yeah.
I mean if something goes wrong, instead of saying, ah,
it went wrong.
You say, what can I do to make a difference right now?
What can I do to fix this now?
Not just walking away and saying, well, you know,
it happened.
No.
It's not.
You can make a difference.
I mean at BCBG, we're always saying,
we're here to make miracles happen.
We really do.
We make incredible-- and being here
is pretty much a miracle right now.
[LAUGHTER]
But we do.
We make it happen.
AUDIENCE: So I have a question in regards to tech wearables.
How do you see that tying into your design in the future?
And do you see that as really adding
to women, and your design, and your vision?
LUBOC AZRIA: Well, I think you guys are innovators.
So you tell me.
Because I think the tech wear-- I mean I tried FitBit.
I tried different things.
And I think right now my comfort zone is not that.
But that's just me.
I'm actually looking to innovators for ideas,
and collaborating, and really kind of connecting.
Because I think that technology is not my strength.
But I'm so curious, so curious.
I want to leave you-- there's a great story that I want to tell
you, that is really sweet.
Do you guys know a story about coffee bean?
Not the coffee bean, like coffee bean.
No.
So when you take an egg, raw egg,
and you put it in the boiling water, what happens?
It gets hard, right?
Come on.
I don't cook.
But you guys, you cook.
LISA LEE: We actually have [INAUDIBLE].
LUBOC AZRIA: So when you take a raw egg
and you put it in the boiling water, it gets hard.
When you take a carrot that's hard on the outside
and you put it in the boiling water, what happens?
AUDIENCE: It softens up.
LUBOC AZRIA: And when you take a coffee bean
and you take it and put it in the boiling water,
what happens?
It transcends.
It creates something that is beautiful, that's desirable,
that's delicious.
I love coffee.
So in the tough situations, are you
going to be like an egg, that's hard on the outside, soft
inside, but gets harder?
Are you going to be like a carrot, that's really tough
and get all mushy?
Are you going to be a coffee bean
and transcend, and find other ways?
And so I think all of you are pretty
much are coffee beans because otherwise
you probably wouldn't be working at Google.
LISA LEE: Thank you very, very much
for sharing your thoughts, your spring line, and your thoughts
on leadership.
I really appreciate having you here.
LUBOC AZRIA: It's such a pleasure.
Thank you, guys.
[APPLAUSE]