Max Azria on His Career: “I’ve Done Everything I’ve Wanted to Do”

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65-year-old designer Max Azria, the French designer behind successful fashion label BCBG Max Azria, has opened up on possibly taking a step back from his business, admitting he could easily reduce the role he plays in the company in the near future. The designer says he no longer feels as though he has something to prove to the fashion world and he has achieved what he always wanted to during his long career already. He explained: “The difference is that today I am chairman and CEO, and tomorrow I could be chairman and we put in a new CEO. That is it, simple. I am totally cool, relaxed, because I don’t have anything to prove anymore. I’ve done everything I’ve wanted to do.”

Max believes that he did his very best to bring his own take on fashion to the American market and has been working hard for years to "redo" women's fashion in a new way: “Ever since I was really young, 22 years old, I felt that we had to redo everything in women’s fashion. The challenge and the opportunity was enormous. The US market was missing the flavour of Europe in 1989, so that’s what we brought.” He adds that his design ethos was always to develop a new identity for women's fashion while also promoting strong women who are confident, and it's something he remains passionate about: “It was about developing women’s fashions, attitude, independence and beauty. It’s a business, but it’s also a feeling. I love women’s fashion, no question about it.”

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