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    BCBGeneration opens its doors to fashionistas in the city 

    Short for bon chic, bon genre, a French phrase translating to ‘good style, good attitude’, the brand BCBGeneration is certainly true to its name if its international fan following is anything to go by. Part of BCBGMAXAZA-RIAGROUP, the label is geared towards the urban young woman and promises contemporary chic that strikes the balance between ‘aspirational’ and ‘imitation.’ With just three stores in India so far, the first two being in Delhi, the brand is well poised to find a place in every Indian girl’s wardrobe, according to initial reactions. Spread across 1,000 square feet at Bengaluru’s glitzy, new VR Mall, the brand is helmed by creative director Joyce Azria, the daughter of founder Max Azria. Business head, Vishal Trehan, tells us more.

    Tell us about the current collection.
    The theme this summer is The Explorer: Indonesian Tropical. The ease of the tropics brings easy silhouettes in airy fabrications. Think long tops with cropped and unstructured pants. A 60s and 70s bohemian influence translates to crinkled gauze tunics and natural cotton stripes with lace trimmings.The palette is a mix of exotic red and celadon green. Other key shades include purple berry, pink clay, blue breeze, mint tea, optic white and black. Palm frond motifs and other tropical prints also dominate.

    What’s on the shelves?
    We offer dresses, tops-knits and woven jumpers, outerwear, pants, skirts and shorts. When it comes to footwear, we have a mix of high heels, espadrilles, pumps and ballet flats. You can complete your look with our range of totes, clutches, satchels, shoulder bags, scarves, hats and jewellery.

    How is it curated for the Indian consumer?
    The range offered is exactly the same as a customer would get in any BCBG store across the globe. However, the collection for India is carefully chosen taking into consideration the trends, weather conditions, and feedback on styles that work for the average Indian girl. Typically, a season would include six different collections/stories launched every month with a different theme, fabrics and silhouettes.

    The response.
    The brand was launched in mid April in India. The reaction has been extremely positive and encouraging. As product categories go, dresses and jumpers have been key drivers so far. In the accessories range, footwear has been well accepted, followed by handbags.
    Expansion plans.
    We will be opening three more stores in the next two months. One in Mumbai and the fourth BCBGeneration store will open at RCity Mall in Ghatkopar in June, followed by the 5th store in July at Mall of India, Noida.

    Store design.
    The store design has been done keeping in mind the personality of the brand — young, contemporary, fashion forward, premium and luxurious. The overall design is a mix of straight and curved lines in modern finishes. A major highlight is the brass finish fixtures, which break the monotony. To maintain the premium look, all the wall fixtures, walls and even the lighting is white in colour. Walnut wood finished divider units add to the beauty of the overall design. One of the focal points is the handmade false ceiling element in the central part of store. This imported ceiling (from the USA) completes the contemporary look. The façade has cast stone paneling and an arched door with a key stone in the center.

    Rs 1,290 upwards. At VR Mall, Whitefield. Details: 46524141

    — Rashmi Rajagopal Lobo

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