Under the terms of the agreement BCBG Max Azria will design, produce and supply women's collections for Carrefour's chains of hypermarkets in France, Spain, Italy, Belgium, Portugal and Greece. The debut Fall/Winter 2007 collection will hit shelves in Carrefour stores during the second semester of next year.

"I am thrilled to be partnering with the Carrefour group. They have a global presence, a loyal consumer following, and a world-class brand name," said designer Max Azria, Chairman and CEO of BCBG Max Azria Group.

The deal is latest in a growing trend that sees name designers create specific collections that retail solely in giant retail chains, rather than department stores.

Target in the US has long linked up with bold face name designers, such as Isaac Mizrahi While in Germany, former adidas creative director Michael Michalsky will launch his debut collection with German distribution giant Tchibo with a gala show in Berlin on January 25.

The Carrefour-BCBG collection will be designed in the fashion house's Los Angeles headquarters, where Azria's proximity to Hollywood has seen him design an impressive cluster of music and screen stars, including Sharon Stone, Halle Berry, Beyonc¨¦ Knowles, Keira Knightly and Eva Longoria. Expect casual t-shirts and jeans, sophisticated sportswear and dresses, in the casual chic signature for which Max Azria is known.

Carrefour's tag-team with BCBG Max Azria aims to build a global synergy between two well-known international brand names. For the cut-price retail chain it's also a cunning way of raising its profile and positioning among consumers.

"Collaborating with an internationally renowned fashion company such as BCBG Max Azria Group is integral to Carrefour Group's strategy to further develop its sales in the non-food sector," the chain said in a press release.

Azria's design and retail expertise "will help Carrefour reinvent their fashion offering, breathing new life into the category through both the product and the in-store environment."

Stressed Carrefour Chairman Jos¨¦ Luis Duran: "This collaboration with an internationally renowned fashion company is integral to the Carrefour group's strategy to further develop its sales in the non-food sector."