Who said fashion is just for adults? One look at the stylish kids around and you know what we’re talking about. Today’s fashionable parents think of their children as extensions of themselves and they want their kids to look just as gorgeous and stylish as their cool moms and dads. Of course, there are plenty of international luxury brands that have launched kids’ fashion lines, what with many parents choosing to clothe their kiddies in designer labels. The trend was kick-started internationally by Marc Jacobs and Stella McCartney among others. Now, in India too, this trend seems to be catching on, as quite a few fashion designers have started work on their own kids lines.
Young designer Nishka Lulla says that the kids market has just opened up in India: “I have been doing kidswear for over two years now. It’s a big market. Ever since I dressed actor Katrina Kaif in the Barbie dress, I was flooded with request to do similar stuff for many little girls. Now I do many lines inspired by kids’ favourite on-screen stars like
Hannah Montana and Barbie among others. But the demand for ethnic wear is higher than Western wear as it isn’t easily available and there is not much variety. However, it’s a growing market.”
Designer Lina Tipnis says, “Catch them young ’n watch them blow your wallet is the new mantra! Kids market has been the most steady, non-volatile. Today’s discerning kids, with a strong sense of individuality and aspirations driven by desire, are compelling designers to create customised ensembles to look like one in a million.”
Designer Falguni Peacock, who has dressed many Hollywood stars, says that in India it’s the ethnic lines for kids wear that work the best. “It is tiring to find kidswear that will be as per your liking and tastes in any high street brand and also there is a constant fear that other kids might turn up wearing the same clothes to the same party. So high street brands are no threat to designers like us. We do have a long way to go,” she concludes.
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