The retail arm of the Reliance Industries has signed a long-term franchise agreement with American fashion house BCBG Max Azria, which is known for dressing up Hollywood A-listers like Angelina Jolie and Halle Berry. The high-end brand will be the first women-only brand that the retail chain will sell. The company will be opening exclusive stores of BCBG Max Azria, in India by 2015. Mumbai and Bangalore are the prime two locations where these ventures will be set up. These premium pieces of clothing will range from Rs 6,000 and Rs 20,000 while that for Generation will be between Rs 4,000-12,000.
BCBG Max Azria was founded by French designer Max Azria. The chain was started by the designer early in his career in the late 80’s when fashion was beginning to really come into the limelight, especially in New York & Los Angeles.