If your kid’s a tantrum queen, you might not want to give her this news. With the launch of Italian kids’ brand Chicco in India, kids can now choose from international labels to fill their wardrobes.
Sabyasachi Mukerjee, who plans to open his eponymous chain of stores next month, will also stock baby bridal wear, expected to launch during the Diwali festive season.
Muse, a high-end store in Kala Goda, used to stock a wide variety of kidswear until it shut a couple of months ago. Designers like Anuj Sharma and Anamika Khanna had created pieces for kids in their signature styles.
“I think the reason why my kidswear line did well is because it was not confined to any particular size, so it made a great gift. The cotton fabric and loose drapes are also very comfortable for kids. The initial response was slow, but I think this is a market that will grow,” Sharma says. His kiddie clothes are priced between Rs 3,000 - 4,000.
Nimish Shah of Muse says that the store will undergo a revamp and will be ready to open in September. “We will probably also stock clothes from Paracas by Antoinette, who makes the best baby designerwear in the country,” he reveals.
Anupama Dayal’s kidswear line is called Anupamaa for kids, and the designer insists that business is booming. “I thought it would be just another line, but it has taken on a life of its own. We cater mainly to Europe and the Middle East, but Bombay Electric in Mumbai has placed a big order and we should be stocking there soon,” she reveals.
According to Dayal, the lack of good kidswear for selective parents and their fussier progeny drives this growing phenomenon. “Clothes available for kids today are tacky or sub-standard. Some of the kidswear is almost as expensive as an adult’s garment. But I also make a more affordable line.”
Aparna Badlani plans to bring Kidology, a Delhi-based brand that stocks garments by prominent designers like Namrata Joshipura, Gaurav Gupta and Gauri and Nainika, to her Mumbai store, Zoya. “We are keen to launch that within the month, and might start with a soft launch. Otherwise, we always have a line by Goa-based designer Savio Jon for kids,” she says.
Preity Parab of Bombay Electric, one of the major promoters of this trend, says “People who have the money don’t mind investing in designer kidswear. And their purchase is not restricted to special occasions alone.”
One of the most prominent designers is Small Shop by Jason and Anshu who make “special clothes. They’re slightly expensive (Rs 5,000 onwards) but they’re based on nature and are multi-functional. One dress can even be turned into an educational board-game,” reveals Anshu.