BCBG Max Azria Spring 2010

Max and Lubov Azria are clearly courting two customers: the first, a young trendhound looking for easy-to-wear party dresses — in draped jersey, sometimes with bursts of bold, Pollock-esque prints or trapunto embroideries. The second, a decidedly sexier girl who craves Azria’s pricy Hervé Léger looks, but might make do with a similarly libidinous minidress that doesn’t break the bank. The sensibility tipped toward the latter, with itty body-conscious numbers — featuring bandagelike ruching, mesh insets or artsy colorblocking — the most appealing in the lineup. The company is also unveiling an evening fragrance (“sensuality and seduction in a perfume,” promises Lubov) called Within. - WWD staff