After skincare and home decor, actor-turned-entrepreneur Lara Dutta has taken the eco-route for her brand Arias’ latest offering: kidswear. Recently launched in collaboration with FirstCry, Arias Kids, she says, “strives to design responsible fashion while translating current trends into comfortable, chic, and high-quality products”. With dresses, jumpsuits, and shirts for children aged between 2 and 14, Lara says Arias expanding into the children’s clothing market was a natural step as “the brand name is my daughter’s name, Saira, spelled backwards”. She adds, “All fabrics are carefully chosen, and we prefer 100% natural fibers such as cotton, viscose, flax, among others. We also use biodegradable plastic made of cornstarch, recycled seed paper, coconut and sea-shell buttons as trims.”
Given that the fashion industry has seen the rise of several ‘eco’ kidswear brands over the years, how does she make her offering stand out? “It’s fantastic that so many clothing companies are going the ‘eco’ route. This will eventually allow all of us to educate children and make them conscious in their early years. Arias focuses on producing clothing and accessories that reduce the environmental impact of the fashion industry by using natural materials, trims, and eco-friendly packaging.” And, you can help too. There are multiple efforts that can be put into reducing apparel waste, says the Bell Bottom actor. “If possible, invest in eco-conscious, sustainable brands. When you do need to buy new clothes, try to buy items made of long-lasting materials. Instead of throwing out old clothes, get creative. T-shirts can be transformed into rags, masks, or headbands with some design skills. Old sweaters can be recycled into blankets or socks,” she says, adding that many fast fashion fabrics are made with fossil fuels, and must be avoided.
As for shopping for Saira, Lara says her top tips include choosing breathable fabrics, and avoiding itchy embellishments or finicky buttons. “Get your children involved at a young age in picking out their own clothes, it helps them learn to be conscious about their choices. Help your child develop their individual fashion style, and teach them to donate their old clothes to those less fortunate. Be totally okay to accept hand-me-downs,” says the actor who has just wrapped up Ishq- E- Naadan, a film starring Neena Gupta, Mohit Raina, among others.
Her shopping style has also changed post-motherhood. “Utility and versatility is what I keep in mind. I want to be able to hang on to a garment for a long time and use it over the years in multiple ways. I like investing in pieces now that I can pass them down to my daughter,” concludes Lara who will soon begin shooting for the second season of Hiccups & Hookups.
Arias Kids is priced at ₹899 upwards on firstcry.com