Avec Les Filles: Diving Into Swim

With fringe and lace, Joyce Azria plans to bring French flair to her new California swim line.

Her brand, Avec Les Filles, started business as an apparel line in 2016 and sold at a range of retailers from Macy’s to Revolve. In the past 18 months, the brand added categories including footwear and accessories.

Now, on July 14, Avec Les Filles is introducing its first swim line at the SwimShow in Miami Beach, Fla., Azria said.

“We come with Parisian roots, South of France wanderlust and California cool,” she said, adding that Avec Les Filles’ swim line will not be throwaway fashion.

The brand aims to find a sweet spot between fashion, fit and functionality. “It takes more than having a great idea. It is not about trends. Swimsuits have to be functional and last vacation after vacation,” Azria said.

Avec Les Filles’ looks include patterns that Azria called Parisian striping. Also seen on the line’s swimwear are lace-like mesh, ruffles and crochets that look like lace doilies. California inspirations include denim indigo colors on some pieces and some tie-dye prints.

Avec Les Filles also finds inspiration in American fits. The line provides more coverage than some French swimwear, but it didn’t ignore the need to be alluring. For example, Azria said her team worked on silhouettes that would make the wearer’s legs seem longer.

There are 50 swim styles in the inaugural collection as well as six cover-ups and accessories.

Retail price points range from $58 to $88 for tops and bottoms. One-pieces range from $108 to $158.

This is not Azria’s first dip into the swimwear world. Her first professional design project was designing some swim pieces for BCBGMaxAzria, the company founded by her father, Max Azria.