Joie to the World

(NEW YORK) Max Azria, whose Hervé Leger line will debut with a runway show next month, won't be the only member of his household making an impression during Mercedes-Benz Fashion Week. The designer's older brother, Serge Azria, owner of the popular fashion label Joie, has recruited a trio of beauties--Julia Restoin Roitfeld, Lily Donaldson, and Theodora Richards--to host a party on February 4 at the Gramercy Park Hotel to invigorate and bring more awareness to the contemporary brand. And if two of those names seem both familiar and familial, that's because Vladimir Roitfeld--brother of Julia and boyfriend of Lily--was brought on by Joie to help organize the soirée along with public relations firm BPCM.