Mar 22, 2009

There's Something About Sydney

Designing dresses for women is something that comes naturally to LA-based designer Sydney Azria. Born into a family of apparel industry insiders, he has been privy to the secrets of success that only true veterans have the ability to reveal. His father Serge Azria and his Uncle, Max Azria (founder of BCBG) taught him that in order to design beautiful pieces you have to truly understand exactly what women want. “It’s what my family has been doing for the last 5 decades,” says Sydney, “and I feel a responsibility to keep the family tradition alive.”




Sydney launched his first collection of stylish silk/cashmere blend dresses in the Fall of 2007 and never looked back. Since then his designs have been spotted on countless celebrities such as Eva Longoria and seen on hit T.V. shows including MTV’s The Hills. Sydney has also embarked on a global expansion of his brand by entering into the Japanese market (by way of Barney’s) in the Fall of 2008 and making appearances in several Grecian boutiques. “The West Coast has been my biggest market thus far,” says Sydney,” but I wanted to take Sydney Los Angeles global because I love the thought of being able to touch someone that is a world away.”



As for his current collection, the Spring 2009 assortment features stylish silhouettes in LA inspired colors like hot pink, aqua blue and mist gray. “Our best selling dress is a long sleeve v-neck tunic with a palm tree print inspired by a trip to Palm Springs,” says Sydney,” but my favorite piece in the collection is our Southside tank dress.” The Summer 2009 collection features functional jersey knit dresses made from soft spandex/tencel fabric with price points ranging from $120-160 USD.



Sydney Los Angeles represents what people expect to see out of LA, bright colors, knit fabrics and creative styling all fused together into dresses inspired by emotions and a "out of the box" approach to design and marketing.

The collection is available online at
www.sydneylosangeles.com

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