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Dior and Armani's small wonders
Why make your little diva wear a drab jumpsuit to the park when she can make a stylish entrance in a Dior romper? The Les Petits store in south Delhi's DLF Emporio offers all this and much more. Spread across 1,500 sq ft, this luxury store is dedicated to kids' apparel, accessories and furniture and has brought together international brands such as Fendi Kids, Baby Dior, I Pinco Pallino, Miss Blumarine, Young Versace and Simonetta under one roof. You can find jumpsuits, shoes, bottles, belts, dresses, suits, trousers and a host of formal and casual wear for children in the age group of 0-8 years. Who said being a style icon comes cheap? Starting from Rs 3,000, the prices can go up to Rs 73,500, with a Baby Dior dress in 100 per cent silk priced at Rs 40,800 and a Young Versace set of suit and trousers costing Rs 56,900. According to the company spokesperson, products for the age group of 0-2 do very well. The most popular products happen to be Baby Dior rompers, Fendi shoes, Young Versace belts and Miss Blumarine dresses.
Just around the corner is another store that will send your child's fashion quotient soaring. Armani Junior, which has just completed a year in India, was first launched internationally in 1982, making it the oldest line of kidswear by a fashion house. In sync with the philosophy of the brand, the kidswear collection is understated, a far cry from the loud colours shouting out from shop windows elsewhere in the city. Starting from Armani Baby for 0-2 year olds, the store offers apparel and accessories in the Junior (2-8 year olds) and Teen (9 to 16 year olds) ranges. Materials are tested for allergies, with care taken to use only breathable fabrics. Watch out for the new autumn-winter collection. You have duffle coats in thick baize, double-layer padded jackets with removable sleeves, unusually quilted jackets with striking graphic effects for boys, and a range of ensembles in navy blues and cherry reds, flannel puffy dresses with polka dot prints, faux Mongolian fur gilet and fine taffetas for girls.
Kiddie phase of Indian designers
Till four years ago, there was a dearth of haute couture for kids by Indian designers. The launch of two stores in 2010 changed that. Kidology in Delhi and The MAL Store in Mumbai collaborated with the best names in Indian fashion to create an exclusive collection for tiny tots. "Our focus is on the revival of royal couture," says Minoti Sampat, the brain behind The MAL Store. You will find swimwear by Liz Hurley sharing space with vibrant skirts by Anupama Dayal, shimmery rain gear by Sonal Mansingkha, smart traditional wear by Raghavendra Rathore and sized-down versions of Masaba Gupta saris. "When I approached the designers, some were intimidated by the kidswear market, but the rest were happy to come on board. The motivation was that 'if the child grows up wearing my designs, he will continue to be a client for life.'," says Sampat whose store is quite popular with the Bollywood brigade. "Instead of coming to the store, buyers opt for home previews."
From its flagship store in Vasant Kunj's DLF Promenade, the Kidology label too has expanded with a franchise store in Mumbai and another one in Pacific Mall in Delhi. The stores boast of collections by Namrata Joshipura, Gaurav Gupta, Gauri and Nainika and Siddhartha Tytler. "Gauri and Nainika are very elegant and princess-like in their styles, while Gaurav is funky when it comes to western wear," says Neha Sachar Mittal, joint managing director, Kidology. Namrata Joshipura's collection of embellished tops, dresses and skirts is a big hit.
Who's buying?
A big percentage of buyers are those who are already consumers of luxury; the others are from cities like Indore, Hyderabad and Jaipur who buy luxury wear in bulk from Delhi or Mumbai when they're here for work. The Les Petits spokesperson says kids have emerged as an independent buyer group. "Influenced by the mass media and peer pressure, today's children are more self-conscious. According to Technopak Advisory, the Indian kidswear retail market is expected to touch Rs 58,000 by 2014. The market is in a nascent stage, but we foresee significant expansion opportunities, and till now we haven't felt that the rupee depreciation has affected the demand at the store," she says.
