New women’s fashion brand looks to expand

A brand new women’s contemporary apparel and accessories brand with a French aesthetic is moving fast out of the starting gate.



Avec Les Filles (French for “with the girls”) has opened a 1,200-sq.-ft. in-store shop at Macy’s Herald Square flagship in New York City. The brand, which launched in February 2017, has opened nine in-store shops at Macy’s to date, with upcoming ones planned for Macy’s stores in Chicago (State Street), Los Angeles (South Coast Plaza) and San Francisco (Union Square). Another 40 full shops and more than 100 front-line shops are in the works.



“One day, we’ll get into the retail footprint,” said founder Joyce Azria, who is the former creative director for BCBGeneration and the daughter of BCBG founder Maz Azria. “For now, we are extremely excited to be launching our apparel collection exclusively with Macy’s.”



Aimed at millennials, the Avec Les Filles collection includes apparel, footwear, jewelry and accessories. Price points span an unusually wide range, starting at around $10 and topping off in the vicinity of $600.



Designed to evoke a boutique environment, Avec Les Filles’ in-store shop is conceived and crafted by idX Corp., which provided everything from engineering, value engineering, store planning and project management to freight, warehousing and installation.