London – Patrick Couderc, former UK executive for luxury label Herve Leger,
has been let go following a series of incriminating comments in an
interview with the Mail on Sunday on the types of women who should and
should not wear the brand’s iconic bandage dresses.

Couderc is “no longer associated with the company”, a spokesperson for
Herve Leger confirmed to British Vogue. Earlier this week Couderc, who was
the UK managing director of MJH Fashion, the London-based licensee of the
label, said that “voluptuous” women and those with “very prominent hips and
a very flat chest” would be wise to stay clear of the famous dress design,
according to the newspaper.

He went on complain how the figure-hugging dress has been imitated by too
many high street fashion brands and is seen on too many women with the
wrong shape, or social status. Adding to his damning comments, he said:
“If you’re a committed lesbian and you are wearing trousers all your
life, you won’t want to buy a Leger dress. Lesbians would want to be rather
butch and leisurely.”

Following the publication of the interview, the brand issued a statement
apologizing for his comments. “The Herve Leger by Max Azria brand and its
parent company, BCBGMAXAZRIA Group, are shocked and appalled by Patrick
Couderc’s comments made in The Mail on Sunday,” reads the statement.

“BCBGMAXAZRIA Group is working in concert with MJH Fashion, to investigate
and establish appropriate next steps. The statements made by Mr. Couderc
are not a reflection of Herve Leger by Max Azria or MJH Fashion ideals or
sentiments. The Herve Leger by Max Azria brand celebrates sensuality,
glamour and femininity without discrimination.”

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