Gone are the days when festive kidswear in India was just a miniaturised version of what the adults were wearing. Grown-up looking cuts, colours and prints were simply downsized. But not anymore. Indian occasion wear for kids has undergone something of a Renaissance, with many more age-appropriate options to choose from. Cool, fun and comfortable are the keywords here.
As parents become savvier about their children’s clothing picks, there is a need for better options. According to Business of Fashion, the international market for kidswear is valued at $145 billion, and Indian designers have picked up on this need for change too.
Everyone from Masaba and Torani to Payal Singhal and Mulmul have added kidswear to their repertoire, using their signature prints and cuts but reimagined for the little ones. Fayon Kids and Free Sparrow are other popular pick as is Daddy’s Princess by Priyanka Jain. The focus is on breathable fabrics, simple cuts, prints that won’t overpower and styles that are easy to get in and out of.
Embellishments and embroideries — typical of Indian wear — are avoided as they can bother children when worn for a long time. Instead, bold colours and playful elements add flair to these looks that are high on style and aesthetic appeal. Ruffled lehengas, palazzo sets and kurtas with bandis are some bestsellers on Aashni + Co.
As the focus on fashion continues to grow stronger, this is a market that is only poised to grow, with great potential for homegrown brands to bring a dash of something new when dressing up the little ones!
Shop our kidswear edit here.