Story by Rachel Schwartzmann – Shop Avec Les Filles – Photos by Karen Hernandez for The Style Line
“The name AVEC LES FILLES is the promise or
commitment to be a brand that stays ‘in love’ and focused on our customer,” says fashion veteran and Founder/CEO of rising fashion brand AVEC LES FILLES. “She is one. As girls, we are all ultimately connected and the same.”
Speaking more to the above, and with Joyce’s unwavering commitment to unity in mind, we’re blown away by the very fact that the stylish entrepreneur has been able to follow through on these values already. In doing so, Joyce has also simultaneously built a brand with sharp focus and a distinct point of view – one that is empowering women from all walks of life. Enter AVEC LES FILLES.
As a seasoned industry veteran (coupled with the brand’s home-base in Los Angeles), it’s not hard to figure out why AVEC LES FILLES’ debut collection blends California cool and Parisian delicacy, effortlessly. With a dynamic assortment of apparel, accessories, and jewelry, Joyce is well on her way to cultivating the ideal wardrobe for modern women. As she mentioned in our interview below, “Every customer wants value, quality, goodness, honesty and a place to draw from and be inspired. My customer always inspires me and me want to continue to surprise her and bring her joy.”
It should come as no surprise that it was a joy for us to have a chance to sit down with Joyce at the brand’s gorgeous (and perfectly pink) pop-up shop. While there, we perused the racks and took in the feminine, yet strong energy emitting from every corner of the flower-adorned space. Joyce also kindly spoke more to her personal and professional inspiration, what it’s been like to launch the brand in a city like Los Angeles, and the important role we all have to honor creativity in our endeavors. Discover the full story below, featuring exclusive photos captured by Karen Hernandez for The Style Line.
I am Joyce Azria Founder/CEO of AVEC LES FILLES.
I am a storyteller dedicated to delivering a romantic point of view on how Parisian chic styling meets the fashionable and evolving American Spirit to deliver a new designer authentic lifestyle fashion brand to an evolved customer. I am “cheri” (my love, en francais) to my husband, MAMA LAMAAA to my 5 children. I am a good friend, a sister, daughter to my “Frenchy” parents. More than anything the best description of me is… I AM A BELIEVER. I believe in people, I believe in love and always believe that you do your best work hard and that everything is always for your ultimate good!
With regard to Avec Les Filles’ name, who are the “girls”? Who are your muses or those that constantly inspires the essence of the brand and its playful spirit?
The name AVEC LES FILLES is the promise or commitment to be a brand that stays “in love” and focused on our customer. She is one. As girls, we are all ultimately connected and the same. Every customer wants value, quality, goodness, honesty and a place to draw from and be inspired. My customer always inspires me and me want to continue to surprise her and bring her joy.
Why do you think building Avec Les Filles makes sense in a city like Los Angeles and what has been the most unexpected creative discovery when blending Parisian style with California cool?
AVEC LES FILLES makes sense everywhere and Los Angeles is no exception. I think the biggest discovery I have made when blending my Parisian roots with my American upbringing is that style doesn’t have to be loud but something you are comfortable in. When girls are comfortable they are always beautiful. Our clothes allow the girl to shine. At any given time you can see the collection and if feels like your closet at home. An easy blend of classic stuff you can wear forever paired with of the moment things you can’t live without. When I think of Los Angeles I think about the people that make LA what it is. It is a melting pot, a beautiful place built on people who have character, and something special. Those who take chances and believe that dreams do come true. LA is optimistic and sunny and all our products carry that sense of optimism, character, and comfort. They challenge the norm and always feel inspired.
“I think all creators must never forget where they came from, how and why they changed and make sure that they remember to give back and influence the new wave of creatives.”
How do you celebrate personal style and how has building Avec Les Filles re-inspired your approach to dressing?
My personal style is very chic and simple. I make clothes all day so for me, I am a clean palette in which I paint the world of fashion around me. I dress modestly based on my upbringing but the clothes I design are an expression of how I see the girls in America and the way they style each piece to make it their own. AVEC LES FILLES didn’t change my style but you can always find my touch in my collection. I love the ease of blue and white stripes, blush tones, classic black essentials and fun unexpected touches along the way. It’s so me!
If you had to choose one piece that best embodied what you’re trying to do with Avec Les Filles which would it be and why?
The Bella shoe is a footwear dream. Inspired by my Grandma’s house slipper growing up and fabricated in easy to wear fabrics and leathers — it’s one of my favorites. It’s rooted and elevated, nostalgic, and forward. As far as the clothes I am crazy about our wrap dress with neck tie because it’s so versatile. Wear for a dinner with girlfriends or with a strappy sandal by day.
What is one question you wish people asked you more often?
Would you care for a complimentary massage, chocolates, and peonies with that? Then I would answer all of the above and any shoe you can find in a seven and a half.
How do you think creativity contributes to some of the world’s bigger conversations and how do you hope Avec Les Filles plays a role in this?
Creativity to me is thinking in a new way and often times comes from challenges – having to think your way into or out of something. Creativity is a way to GROW and BE INSPIRED and those two things alone change the world over and over again.
How would you advise the next generation of designers to leave an imprint in the world simply by doing what they love?
Fashion is an amazing platform for self-expression but often times designers identify and celebrate their creative accomplishments and how they materialized in their work rather than who they are and how they got there. I think all creators must never forget where they came from, how and why they changed and make sure that they remember to give back and influence the new wave of creatives. I once heard that if you are blessed to do what you love, and then success comes from it, then that means you were chosen to make an impact on others.