One of the most successful divisions of Reliance Industries, Reliance Brands has been engaged in making waves in recent times.  Mukesh Ambani, lead of Reliance Industries has decided to invest in fashion brand and to launch them in India in order to untapped the present retails market scenario.

One of the most fascinating stories spearing all over is a long term collaboration of Reliance Brand with American Fashion House BCBG Max Azria. BCBG Max Azira is famous for dressing up major scores for Hollywood a listers like Brooks Brothers, Angelina Jolie, Kenneth Cole, Halle Berry besides a dozen other famous brands. This flagship will emerge into a billion dollar group as soon as BCB generation, a younger brand with lower price will establish in the India in coming year.

The pricing factor of BCB Generation Max Azria flagship will approximately be ranging from 6,000 Rupees to 20,000 Rupees, on the other hand generation will lie in between 4,000 Rupees to 12,000 Rupees.

About BCB Generation Max Azria:

BCB Generation Max Azria, was founded by a Tunisia fashion designer Max Azria in his early career in late 80’s after being influenced by the famous French phrase “bon chic, bon genre, that means “good style, good attitude.” Azria was introduced into the Council of Fashion Designers of America (CFDA) in the year of 1998, after successful launching of affordable designer fashion points much before fashion brands like Zara, H&M democratic fashion etc, After that BCBG Max Azria Runway collection was first presented at New York Fashion Week in 1996, leading a great success.

Views of  CEO and President of Reliance Brand:

As per CEO and president of Reliance Brands, Mr. Darshan Mehta there will be a grand opening of two stores of BCB Generation Max Azria in the two big cities of India i.e; Delhi and Mumbai, then followed by other metro and tier 2 cities. ” BCB Generation is a brand that will sure become an apparitional for most of the Indian women, who want to be a graduate from consuming only fast fashion, but accessible due to its affordable pricing,” as said by Mr. Darshan Metha.

Views of President of licensing and international at BCBG Max Azria group: 

“ The collaboration between Reliance Brand and BCBG Max Azria will sure become an important key factor to influence the present Indian fashion fatigue and lifestyle arena in coming years ” as said by Mr. Sophie Rietdyk. One of the most popular and famous LA based group is also running Max Azria Atelier, a luxury line Herve Leger introduced by Max Azria. This group is spread across the world in the form of 700 shop-in-shop and standalone stores and he is expecting the same from India.

At present Reliance Brand is operated as an national fashion house with a portfolio of among almost 98 stores of international fashion brands and expecting to close the year by increasing the number upto 115 stores. After this engagement with BCB Generation will become an important factor to raise the number in silver and golden in coming years.