Herve Leger And The Evolution Of The Brand

Hervé Léger was invented in 1985 by the designer Hervé Peugnet. The exact year Karl Lagerfeld informed Peugnet that his surname Peugnet would be too hard for Americans, the target market, to pronounce, and instead suggested the surname Léger.[2] Having lost the rights to the Hervé Léger name Peugnet later took a third "brand" name as Hervé L. Leroux.

Peugnet pioneered the application of so-called bandage gowns, so-called "body-con" (body-conscious) garments made using materials traditionally associated with foundation garments to generate bandage dresses that would mold and shape the wearer's curves with its signature bandage-like strips.

In September 1998, Hervé Léger was acquiredtaken over by the BCBG Max Azria Group from the Seagram's Group. This was the first-ever purchase of a French couturier by an American designer. Ohana & Co., a boutique investment bank, advised Seagram's on the purchase.

In April 2007, Max Azria re-released the Hervé Léger brand under his personal design direction with a capsule summer collection, which was offered at select department stores and specialty boutiques. In August 2007, the remodeled Hervé Léger boutique opened on Rodeo Drive in Beverly Hills. In February 2008, Max Azria presented the Hervé Léger by Max Azria collection at Bryant Park during the Fall 2008 New York Fashion Week

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