For a label whose name literally stands for the French phrase ‘bon chic, bon genre’, the Delhi launch of clothing brand BCBGMAXAZRIA on Friday saw the adage stand true with the Capital’s fashion crowd in attendance. The 25-year-old design house, launched by Tunisian fashion designer Max Azria in 1989, and now bolstered by wife and Chief Creative Officer, Lubov Azria, has made its India foray in association with Reliance Brands Limited with a store at DLF Emporio. With an international and impressive celebrity clientele, Lubov is happy to note that Indian style stars such as Anushka Sharma, Lara Dutta, Twinkle Khanna and Sophie Choudry have also sported their designs.
Edited excerpts from an email interview:
You’ve often been called the brand’s “muse”. How much does your personal style resonate with the label’s aesthetic?
Becoming part of BCBGMAXAZRIA in the early stages of the company and being at the helm of the creative process for nearly two decades, I became one with the DNA of the brand. As a result, my personal aesthetic resonates very closely with the aesthetic of our consumers.
What has your association with India been like so far?
I had the pleasure of travelling to India on a couple of occasions and each time I was overwhelmed by the rich culture and heritage of the country, the vivid colours, the amazing textures, exquisite craftsmanship of the local textiles, jewellery, the happy spirit of the Indian people and the tasty food.
Why do you think this is the optimum time to enter this market?
With the ever-growing reach of the internet and social media, the Indian woman has more information about global brands and style than ever before.
We noticed an increasing number of Indian influencers wearing our clothes and looking great. We will appeal to the Indian woman, who is chic and sophisticated with a unique, discriminating sense of style.
Tell us about the brand’s growth strategy in India. Will there be country specific merchandising?
Our goal is to position BCBGMAXAZRIA as a premier lifestyle brand in the Indian market. We want to provide our customer with affordable luxury and timeless pieces she can wear effortlessly at different occasions of her life. We believe that each woman dresses based on her body shape. Therefore, we offer an assortment of silhouettes and proportions that will undoubtedly appeal to our Indian customer. As we get to know each other better, we will pay close attention to the feedback and suggestions.