LA’s hot fashion duo have designs on UK expansion

Models show off the latest Hervé Léger styles in New York (GETTY IMAGES)

Los Angeles fashion brand BCBG Max Azria and sister label Hervé Léger are about to make a splash in the UK.

The brands are planning shops and department-store concessions across London over the next two years. BCBG Max Azria was created by Tunisian-French husband-and-wife team Max and Lubov Azria, who are based in Los Angeles. The group bought French couture brand Hervé Léger in 1998, and now has plans to expand both across the UK. The Léger brand, famous for its bodycon dresses, was relaunched in 2007 and is popular with celebrities including Katy Perry, Kim Kardashian and Kate Winslet. BCBG has one store in London so far, in King’s Road, Chelsea. It is now looking at other locations including Regent Street, New Bond Street and Marylebone High Street.

It will also open a collection of designer stores in outlet/discountlocations including McArthurGlen Group stores.