Born in Kiev, Ukraine, and relocating to the United States with her family in her early teens, Lubov focused on the visual arts. A passion for design and a natural talent for illustration led her to pursue a degree at the Fashion Institute of Design and Merchandising, where she developed her love of fashion as a means of personal, creative expression. Lubov joined BCBGMAXAZRIA as a designer in 1991 and was named Creative Director in 1996, the same year the company’s core brand, BCBGMAXAZRIA, first debuted its runway collection during New York Fashion Week. In 2004 Lubov, along with Max Azria, began designing THE MAX AZRIA collection, which debuted in 2006. The following year was the anticipated runway debut of HERVÉ LÉGER BY MAX AZRIA, marking the first time in history that an American fashion house showed three separate collections during one season.