New Delhi, April 13 (IANS): International contemporary women's clothing brand BCBGMAXAZRIA has forayed into the Indian market with its first store at the capital's DLF Emporio mall. The brand is ready to woo fashionistas with good fit, quality and innovative designs.

The group has entered India through a long-term licence agreement with Reliance Brands Limited, a part of the Reliance Industries Group, to launch BCBGMAXAZRIA and BCBG Generation in India.

"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," Lubov Azria, chief creative officer of BCBGMAXAZRIA, said in a statement.

BCBG in BCBGMAXAZRIA denotes the French phrase, "bon chic, bon genre", which means good style, good attitude. MAXAZRIA stands for the name of the creator of the brand Max Azria.

The BCBGMAXAZRIA store in the capital has been launched with the spring 2015 collection, which combines elegance with bohemian silhouettes.

Darshan Mehta, president and CEO, Reliance Brands, feels that "the marquee label will help Indian women move from occasion dressing to an effortless dusk-to-dawn lifestyle".

"The brand 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," Mehta said.

Touted to be "a brand that embodies a vision of global style and attitude", the BCBG collection will be available here for Rs.6,000 to Rs.40,000.