The countdown to Deepavali has begun and the air is thick with festivities. This season, stirring up the fashion scene are children — from toddlers to eight-year-olds. While Suri Cruise and Beckham juniors are already style icons in the international fashion circuit, the kidswear segment is buzzing back home, thanks to entry of more designer labels and technology.
In fact the kids fashion scene has been buoyant for a couple of years now, thanks to designers who have been creating miniature versions of their collection to cater to their little clientele. Eye-catching designs and colours, cutesy motifs and custom-made designer labels have all added an edge to this little fashion world.
The latest entrant is designer Monisha Jaising who launched ‘MJ Kids’ recently. Creating his own style statement is designer Jattinn Kochhar who started designing for kids after his children were born. In fact, most of the designers enter the market for the same reason. Jattinn says today’s kids are fashion progeny and have a mind of their own. “They wanted to be treated as adults and are clear about what they want to wear,” he states. His teeny versions are created in sets for the mothers and daughters and fathers and sons. He recalls his growing up years when as kids there was hardly any trend. “We had no clue what we will be wearing and would never question our parents,” he says with a smile.
Karuna Kedia of Mimosa is a decade old in the kids’ industry and says the internet has revolutionised the sector. “The buzz in the industry can be seen in the fact that so many reputed women’s wear designers have their own labels for children. Not just the rich, even the middle-class nuclear families want the best for their child and do not mind spending more,” she adds. Echoing his thoughts is Sharad Venkta, MD and CEO of Toonz Retail India Private Limited. “Kids want to be well dressed for all occasions, including birthday parties,” he says. Their styles are inspired and they are involved in decision-making, he adds. “Kids like to watch cartoon characters not wear them. The collection with graphic prints on tees is in now,” he explains.
Experts say kids’ clothes are small in size but the effort is big. “Even if it is a set of pair of jeans for a toddler, the planning which goes into the garment is just as much as jeans for an adult. Be it in terms of meticulousness, the cut or finishing… the effort is same,” says Payal Singhal, whose ‘Bacha Party’ collection adds to the kids’ fashion sense.
Known for her resort wear and contemporary couture, designer Monisha Jaising entered the kids’ fashion bandwagon with her new line. “Today, kids are treated as adults, exposed to branded apparel, fashion media, rise in international travel, and enhanced awareness from peers. All these contribute to the growing fashion-consciousness among children in a big way from the time they are born,” she says and adds, “Currently, luxury children’s wear is the fastest growing segment of the children’s wear market.”
