BCBG Max Azria Label Adding Swimwear to Lineup

Posted Thursday July 19, 2012 1:12 PM GMT

Sometimes the only way to get more fabulous is to add a whole new department, and that’s what BCBG Max Azria is doing with the launch of their swimwear lineup.

According to a report, both BCBG Max Azria and BCBGeneration will work with Trimera Group to produce the new offerings, set to be unveiled at the Miami Swim Show this week.

Mr. Azria himself told press, “We are designing for every woman. Our focus has always been to make women look and feel fabulous while keeping the process of getting dressed effortless. Our women do it all and need chic, easy options that match their fast-paced lifestyles....Trimera Group is an expert in swim, so the partnership will be a win-win for us both.”

The new swimwear has been described as a “collection of basic silhouettes in a variety of on-trend colors and prints with simple embellishments to enhance many body types. There is a style for every woman....Our woman has evolved a lot since we first started — she has become more versed in fashion and open to risks with her style.”

BCBGeneration Creative director Joyce Azria (Max’s daughter) noted, “There’s a lot of high fashion and color and prints are a huge driving factor of our business....The swimwear will feature unique prints....There are bright blues and reds, a pumped-up shade of mint green and even three mixed prints on the same suit. There are also a lot of lingerie details....Trimera is really big in lingerie.”

filed under Swimwear, Fashion

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