From Fashion Powerhouse to Soulful Style Mentor: Lubov Azria’s Journey Inward
- Written By: vabeau
- May 06, 2026
For over two decades, Lubov Azria helped define the modern woman’s wardrobe. As the longtime Creative Director of BCBG, she infused the brand with a distinctly global sensibility—Parisian sophistication with California ease—and turned it into a fashion empire. But behind the runways, ad campaigns, and seasonal collections, something deeper was quietly stirring.
After years of creating for the world, Lubov began the journey home—to herself.
Today, she’s traded the relentless pace of fashion week for something more personal, more profound. She leads intimate workshops that explore personal style through a holistic, soul-led lens. Her work now? Helping women reconnect with who they are through what they wear. Not by chasing trends, but by cultivating intention.
“Clothes are powerful, but they’re fleeting,” Lubov reflects. “They can spark a feeling, but it doesn’t last. True style—personal style—is something deeper. It’s not about buying more. It’s about dressing with self-awareness.”
That shift began during the pandemic, in the stillness that fell across the world. For Lubov, it was a wake-up call—a chance to slow down and ask the kind of questions that don’t show up on a mood board: What truly matters? What drives me? Who am I now, beyond the titles and seasons?
In the quiet, something cracked open. The woman who once designed clothes for the masses found a new calling: to guide women back to themselves—through closets, yes, but more importantly, through clarity. Her work isn’t about makeovers. It’s about alignment.
And it starts with a single question: How do you want to feel?
Lubov’s approach to style is rooted in feeling, not formulas. With age and motherhood came a deeper understanding of beauty—not as appearance, but as presence. She speaks honestly about the challenges of balancing ambition and parenting, the guilt that comes with working motherhood, and the realization that you cannot pour from an empty cup.
“Taking care of yourself, reconnecting with your truth—that’s not a luxury. It’s a necessity,” she says. “Style became one way to remember who I am, so I could show up in the world from a place of wholeness.”
Her workshops have become sacred spaces where women gather to reconnect with themselves. They begin not with seasonal trends but with personal truths. What brings you joy? What no longer serves you? What makes you feel powerful, beautiful, alive?
From there, it becomes a process of rediscovery. Together, they edit, rebuild, and redefine. The result isn’t just a refreshed wardrobe—it’s a reclaimed identity.
“We let go of the ‘shoulds’ and make space for the real woman—the one with depth, experience, personality, and purpose.”
This philosophy extends beyond the closet and into every corner of life—including how she travels.
Lubov’s next stop is Paris, followed by Portugal—destinations that feel both rich in history and ripe with soul. As with her approach to style, her suitcase is intentional, refined, and deeply personal.
“I always pack light. A carry-on frees me,” she says. “It brings clarity and lightness to the journey.”
Her essentials? A classic capsule: tailored black trousers, jeans, a crisp white shirt, versatile tees, a denim button-down, a black jacket, and a little black dress—always. Footwear is edited: day sandals, elevated evening shoes, and tennis shoes for movement. And always a swimsuit—not just for practicality, but as a personal reminder to pause, reset, and reclaim a moment by the water.
“Packing isn’t just about what you bring. It’s about how you want to feel,” she explains. “When you travel with intention, you don’t just move through the world—you let it move through you.”
It’s a sentiment that aligns seamlessly with what we believe at Va Beau—that travel, when approached with presence, becomes a ritual. An art form. A return to self.
Her daily rituals reflect the same mindfulness. Meditation grounds her. Movement reconnects her. Having trained as a ballerina, she finds clarity through motion. Even something as simple as applying face oil—her go-to is I Am Love by Fre—becomes a moment of presence, a sensory cue that brings her back to herself.
When asked what she hopes to leave behind, Lubov doesn’t speak of fashion archives or industry accolades. She speaks of women. Of legacy not as creation, but as transformation.
“Legacy isn’t what you make,” she says. “It’s what you leave behind in others.”
And what she’s leaving behind is powerful: a new paradigm where style is not about performance, but presence. Where clothing is not armor, but expression. Where women dress not for approval, but for alignment.
“The most stylish women are the ones who’ve learned to trust themselves.”
If there’s one message she hopes to pass on to the next generation—her daughters included—it’s that worth, beauty, and power don’t come from the outside. They come from within. You don’t need to become someone else to be enough. You already are.
“If my style today could speak,” Lubov says, “it would tell the story of a woman who honors her past but isn’t defined by it. A woman who leads with purpose, lives with presence, and lets her clothing reflect her evolving truth.”
And that’s the essence of Lubov Azria’s new chapter. Not a departure from fashion—but a deeper immersion. A movement inward. A style that begins with soul.
Because in the end, the most beautiful woman in the room isn’t always the most dressed-up. She’s the one who knows exactly who she is—and dresses like it.
