Joyce Azria grew up about fashion. As the babe of BCBG’s Max Azria, she abstruse about the industry from a adolescent age and aing her father’s aggregation aback she was alone 16 years old.
Today, the ba’al teshuvah (someone who became religious afterwards active a civil life), who lives in an Orthodox Jewish breadth of Los Angeles, is affairs bashful clothes for women beneath a cast alleged WUKOgals.
Three Orthodox Jewish sisters, Chani Wuensch, Elana Kornfeld and Sara Mayberg, accustomed the aggregation in 2014, and now Azria, a longtime fan, is accommodating with them.
“When I became added observant, I had to change the way I was bathrobe and it was consistently a attempt for me,” Azria, 36, said in a blast account with the Journal. “I Googled ‘modest fashion,’ begin WUKOgals and aloof fell in love, as a lot of barter do. I would buy their new arrivals. It was an agitative cast I could consistently go to.”
Sold at a Los Angeles pop-up boutique at 217 S. La Brea Ave., as able-bodied as online at WUKOgals.com, the clothes are hip and casual, and awning women’s knees, elbows and collarbones, per Orthodox Jewish bashfulness standards.
Azria said she knew she capital to assignment with the three sisters as anon as they met. Although she’s not designing clothes for them yet, she affairs to alpha this fall, with a “vegan leather” jacket, new bohemian dresses and added prints.
“There isn’t an affluence of bashful brands, whether you’re a boyhood or preteen, all the way up to whatever age,” Azria said. “A bashful attending transcends age. If you’ve apparent any bashful celebrity, there is [a] aeon about [them]. Whether you’re 16 or 60, a lot of styles are aggregate and actualize that ‘beauty that transcends time’ look.”
WUKOgals is not Azria’s aboriginal attack into a appearance line. She sells basics for beneath $50 through her band Rohb, which is broadcast through Amazon, and she owns Avec Les Filles, a millennial appearance cast with a French influence.
As a child, Azria grew up in Paris and Los Feliz. Her father, Max, is Sephardic, and her mother is a Russian Jew. Although they weren’t decidedly religious, they never absent adulatory Friday night banquet together, sometimes with 100 guests at their table. “My dad would biking actually about the apple and abiding enough, he was consistently about on Friday night to accomplish kiddush,” she said. “It was our bookend. We’d all go out and do our journeys and at the end of the week, we’d appear aback and allotment with our family.”
In her backward 20s, aback she was activity through some claimed struggles, Azria approved the advice of therapists. Aback she didn’t acquisition the answers she was attractive for, a acquaintance brash her to additionally see a rabbi. “I fell in adulation with Judaism and the ethics and the way they appearance women,” Azria said.
After acceptable religious, Azria remarried and today, has six children. “My little girls are already accomplishing the archetypal babe escapade of, ‘I appetite to abrasion this and I don’t appetite to abrasion this,’ but we’ll see,” she said.
Although boilerplate appearance isn’t absolutely affable to the advertent Jewish affairs and look, Azria has begin a way, through WUKOgals and her added lines, to accomplish it work.
“I adulation growing and I anticipate that’s a big affair in Judaism and fashion,” she said. “Fashion comes from evolving and growing, whether you’re growing a appearance cast or adopting a child. It’s all the same, this admiration to accomplish the apple a bigger place. It’s aesthetic and automatic and an affecting product. It’s an evolution. I adulation that in my claimed activity and in fashion. It’s a connected rebirth.”
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