Today’s celeb parents ensure their children look stylish and fashionable as they do. A new era has begun in India’s fashion for children, as evidenced by the huge social media and online following that Timor Ali Khan’s style inspires and Aradhana Bacchant’s dresses. India has seen a new market for designer, premium kidspeak in the last three to five years. The burgeoning market is evident in the online brands Greening, Verona, and Born, which are also available online. Born was launched one year ago.
Brands at the center
Veronna Damani, founder, was a former stylist for Elle India. She started her brand veronna while designing for Sitara, her niece, and completing a short course on Fashion Business. Damani wanted her niece to wear timeless clothes, something that was lacking in the market just a few years back. She launched her first collection in March 2019 with solid research and appreciation from the people who loved her outfits. She says, “It was a very well-informed decision to take my passion in fashion to the next level by working with Veronna.” Born, a luxury brand of baby and kid clothing, was also launched last January. Elodie Lederf, founder of the brand, explained that it blends Indian and French designs. “I realized the lack of organic childrenwear in Mumbai when I was pregnant with my first child.
Derf says that the existing products didn’t offer innovative styles, colours or prints. “Many of my expat friends shared the same sentiments,” Derf says. The businesswoman in my heart saw an opportunity to enter the premium market for kidswear. Greendigo, a line of organic 100 percent kidswear, was launched in. It offers The a variety of innovative everyday essentials and a vibrant range. clothes are ideal for little girls’ capsule wardrobes that don’t require any effort. Greening was founded by Meghna Kishore and Barkla Bhattigar Das, who were sisters and co-founders. They quit their corporate careers of 35 years to start Greendigo. “We wanted to transform the children’s apparel industry. They say that synthetic fabrics have a negative environmental impact and health effects.
In India, sustainable and luxury children’s wear was not available until about five to six years ago. This created an opportunity for many Indian brands to enter this market. Damani believes that stylish children’s wear has been driven by the increase in disposable income, as well as increased fashion awareness and exposure.
Pragya Kapoor with son Isana for Born
Parents are putting more effort into dressing up their children, as lifestyles are changing. Kishore and Das say that children are an extension of the personality of young parents. This, along with rising disposable incomes, has increased the demand premium-quality children wear.”
For a long time sustainability has been viewed as a trend. But these labels from home believe that it is now a way to live. According to Derf, “The harmful ingredients that were once used in making apparel are being eliminated. Millennial parents don’t want their children’s clothing or the environment to be compromised.” Indian parents are no strangers to the international fashion industry for children. Parents have been exposed to global trends and patterns through their ever-expanding travels across continents and countries. Damani often bought her niece clothes from international designer labels like Ralph Lauren, Marc Jacobs and Kate Spade. “The majority of my clients are familiar with brands from abroad today.” It is only natural that they would want clothing that reflects a mixture of Indian aesthetics, global designs, and safe fabrics.
Foreign brands vs. homegrown
India’s own kidswear labels can attest to one-on-one interaction with parents, something that is rare for foreign brands. There is a lot of room for feedback and ideas exchanged here. We have many parents who come to us looking for custom-made clothes. Derf says that they get involved in the brand from the sourcing of materials to the selection of stitches and embroidery. Local designer brands are more concerned with creating the right product than competing against global labels. “The children’s fashion market is still very young. I believe there is room for every type of brand.”
Designer brands are trying to reach every buyer group. This has led to a rise of bloggers, influencers and celebrity moms becoming their major consumers. Born has a distinguished clientele that includes Neha Dhupia and Lisa Rani Ray, Sameera Ray, Kiran Rao, Amrita Arora, and Kiran Rao.
The kidspeak industry caters for different age groups. Veronna designs adjustable clothing that can be worn for longer periods of time. For example, their rompers have soft elastic that can be stretched at the waist. “My niece has been my inspiration, and the brand has grown along with her.” Damani says that the brand’s tried-and-trued elements have proven to be effective with other children. Elodie recently created twin outfit sets for mother-daughter in her brand Born. She said, “It’s all about providing value and excitement for the wearer.”
Greendigo, a children’s wear brand, is leading the organic and toxic-free movement. Global Organic Textile Standard (GOTS) has certified all its garments organic 100 percent. Grundig’s comfortable and soft pieces are a favorite of parents with skin conditions such as allergies, eczema and skin rashes. “We ensure that our silhouettes and designs are simple to use for playtime wear and easy to maintain,” says Kishore and Das. All skin types can be used for the colors and dyes. Apparel and accessories should be designed to fit children’s active lifestyles and not only provide a stylish look but also function well.
The ramp is for walking
When the topic of children’s fashion weeks is raised, there are two main opinions. First, can runway performances boost confidence in kids? Second, do fashion shows have an impact on children? Domani prefers to see the positive side. These events promote healthy fashion, Domani believes. Collaborations with exhibitions such as The Mommy Network Pop Up which records a large number of conscious buyers, can also increase sales.
Maximize your potential
According to Indiaretailing.com, India’s kidspeak market is projected to grow at an average CAGR rate of 8.1%. Womenswear is forecast to grow at a slightly lower CAGR of 7.5% and 7.6%, respectively. The kids’ apparel industry is poised for a boom in the future. Parents are constantly appreciative, and there is a lot of friendly competition between brands. This has sparked a new conversation about kids’ fashion. Elodie summarizes, “Previously, parents didn’t want to spend on luxury clothing for their children, either because it wasn’t available or because it was not considered an important investment.” The luxury kidspeak market has seen a shift in the direction of young parents over the past few years.