Like children’s films, in India, kidswear is also often seen from the point of view of adults. Brands tend to forget that every child is born with a distinct personality and it should be respected while designing for him or her. With big names like Armani and Marc Jacobs showing the way, kidswear is finally finding roots on Indian ramps and racks. One of the latest to join the trend is Shivan & Narresh, arguably the country’s first luxury swimwear brand. The designer duo has now diversified into children’s wear. From making bold beachwear to outfits where innocence is the running theme, Shivan Bhatiya and Narresh Kukreja have come a long way.
Their Piccolo line will be showcased at the launch of Little Tags, a luxury portal for kidswear at The Ashok this Wednesday.
Excerpts
Tell us about the reason for getting into kidswear?
Shivan: Swim and resort wear are at the core of what we do. The last couple of years have witnessed an evolution into festive wear to cater to the millennial couple. Kidswear seems like a natural progression and has been a segment we have been very keen to explore, and our collaboration with the e-commerce platform, Little Tags, expedited the process.
What is lacking in kidswear these days?
Narresh: Young parents are becoming increasingly aware of brands and spending power is at an all-time high — that has translated into a heightened demand for brands like ours to churn out kidswear. It is one of the fastest growing categories in fashion, internationally as well as in India. Still, silhouettes that are on-trend, yet speak to childlike qualities are missing in the current landscape. Our Piccolo line aims to bridge that gap.
Tell us about the collection
Shivan: It has distinctiveness in style and emphasises child-like qualities of whimsy and fun with bright colours and signature prints being at the forefront. Each piece boasts of comfort and is thoughtfully crafted with light, breathable fabrics, ideal for children.
Children dress up either like adults or Barbie Dolls. So how do you strike a balance?
Narresh: Unfortunately, there is a very fine line while designing for or dressing children. Our philosophy in regards to kidswear is to keep it simple. We have stuck with a colour palette that is fun and whimsical and spiffed it up with fun geometrical motifs that children can easily relate to. Silhouettes have been kept effortless, with comfort being the utmost focus.
Should we make children conscious of clothes, and at what age?
Shivan: With social media being at the centre of everything we do today, it is virtually impossible to limit their exposure to fashion and trends. However, kids don't need to be made conscious of brands at an early age. Children should be encouraged to express themselves via their clothes, but the brands they wear shouldn't necessarily be at the forefront.
Is kidswear an international phenomenon?
Narresh: Very much so. For years now, celebrity children have been scrutinised for their outfits, which has resulted in them being decked out in the finest clothes that are on offer in the market. Luxury brands have tapped into this demand, and this phenomenon has trickled down to India as well.
Is there a specialisation required in kidswear?
Shivan: The kidswear category has gained popularity with an unmatched momentum, and has long surpassed women’s wear and men’s wear. There is massive scope for growth, both creatively and commercially. The demand for trendy kidswear is only growing and we don't see it slowing down any time soon.
Three designers give their take on the emerging genre in India
Seasoned designer Rina Dhaka says: “This is an off shoot of our classic designs which we have tried to make into small sized kids clothes. This is not the essence of our normal red line. We have converted a sari worn by Karisma Kapoor into a sharara for children. One can tweak the designs but the colours and embroidery are same. We have done a mix of gowns and Indian wear for wedding and party wear.” Placement of designs have changed.”
On making kidswear a permanent part of her collection, she says: “You need a market to keep it going. I don’t mind giving it a permanent window if I get the customer base. All designers internationally like Calvin Klein are doing kidswear. We are just following the standard sizing.”
She is particular about the fabrics used as kids have sensitive skin. “I have used tulle tool lace to create a fairytale look. A lot of inner lining has been used so that they remain soft on skin.”
Pallavi Mohan
Mohan says she started for making for friends’ kids. “Usually, what we see in market these days is not value for money. They are lacking in craftsmanship. And there is no point in buying international designers like Gucci as they are very expensive and aren’t easily available. Indian designers can lend more detailing. Also, they have no understanding of our festivals and seasons. There is a huge vacuum. That is where Not so Serious comes in. We have been retailing kidswear from our store in Mehrauli since June. Only designer who is doing kidswear retailing from there. “
Sidharth Tytler says: “We make adult silhouette child friendly. Sharara will become skirt, corset will become kurti. We also do small dupatta. We see each child as an individual.”
