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BCBG Max Azria forays into India with Reliance Brands

14
Apr '15

BCBG Max Azria Group, the global fashion company, founded by Tunisian designer Max Azria in 1989, has forayed into India with two of its popular brands, BCBG Max Azria and BCBG Generation.

The firm, which recently opened its first outlet in one of the premium luxury shopping destinations in New Delhi, DLF Emporio, has entered the country through a long-term license agreement with Reliance Brands Limited, a part of the Reliance Industries Group.

Speaking on the store launch, Lubov Azria, chief creative officer of the American firm, said in a press release, “Indian fashion is at a very aspirational stage where the luxury customer is well travelled and identifies with global fashion and brands. We are excited to introduce BCBG to the Indian market and hope to discover their needs and give them something they like.”

Darshan Mehta, president and CEO, Reliance Brands said, “We are delighted to be introducing BCBG Max Azria to India. It is a marquee brand that will help Indian women move from occasion dressing to an effortless dusk to dawn lifestyle. BCBG Max Azria Group stands apart in their quest for creative excellence, with a constant emphasis on fit, quality and great design details, and we are honoured to be their India partners.”

The new luxurious outlet was unveiled with a spectacular fashion show featuring some of India’s top models- Noyonika Chatterjee, Erika Packard, Bhawna Sharma and Aditi Mishra-- all wearing pieces from the brand’s latest spring 2015 women’s collection.

A mix of timeless elegance and relaxed casual bohemian silhouettes, the range is decorated with tapestry and abstract floral prints inspired by the concept of colour reform which lends a sun-bleached softness and richness to the clothes. (PB)

Fibre2fashion News Desk - India

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