Would you like your child to spruce up for an occasion like no other? Have they taken after you, the fashion maven? Are they finicky about what to wear, what color to sport and what silhouettes to drape? Are your babies hard to please when it comes to fashion?
If the answer to all these questions is Yes….you are in the right space, reading the right article.
Kidology, the high-fashion label for kids, a sought after brand in the online retail space, have a lavish work place in Okhla Phase 2. An afternoon was spent with the team understanding what goes behind making of the craft – innovative conceptualisation, intricate workmanship and arduous labour. I was taken in by the congeniality of the team – Neha Sachar Mittal, Co-founder Karina Rajpal, Co-founder and Maya Nocon, Designer.
The brand has ushered into making the kids look stylish and gorgeous. With inherent, deep-rooted Indian sensibilities, they intertwine modern aesthetics to accomplish contemporary silhouettes along side Indian designs. From complete Indian lines that have dhoti- kurta, lehenga-choli, embroidered jackets, There is a lot to choose from. You could give a color preference as per your wish.
The brand houses occasion wear for kids from the age group of 0-10 years and offers customized (made to measure) options for teenagers and parents as well! With a line that encompasses prêt as well as couture pieces, the ensembles here range from affordable styles at Rs. 3000/- to exquisite and bespoke ones at Rs.30000/-. Each piece is designed and created keeping in mind the discerning parent with an eye for fashion. The label also offers accessories, including headbands, handbags, shoes, hats, belts, bowties and jewelry, with the aim to help parents complete each look with ease under one roof.
They have a sublime range of Couture Garments, lines designed in collaboration with the ace Indian designers like Gauri & Nainika, Siddharth Tytler, Gaurav Gupta etc. An entire line which reflects the designers’ sensibilities can be ordered exclusively either online or at the factory outlet. Priced a nosh higher, it’s a dream to drape your child in their striking objects d’art, the ones even the celebrities around the world sport. Imagine your baby girl in a satin rose pink Gauri & Nainika voluminous dress with appliqué flowers or a modern, dazzling black & gold Sidharth Tytler anarkali – I think it’s surreal to dress your child the à la mode fashion, specially today’s kids who are voguish and like to tread the modish path.
An interactive and heuristic sojourn at the factory, to see how everything comes together to design a fashion-forward world for kids, was so much fun. Everything starts after thorough Research on upcoming trends, new fabrics, prints, colour palettes. Then on Maya’s story board, concepts and themes take shape – designs are conceptualised, sketched out and selected by artful toil. The team puts various designs, patterns on silhouettes to see what works and what doesn’t. Maya seems attuned to Indian sense of style and aesthetics more than western – “I love playing around Indian designs and creating fusion lines like an Ikat crop jacket that is simply gorgeous“, Maya expresses.
Neha says, “it’s quite possible that we dispose off an entire line after constructing it as we think it wouldn’t work or doesn’t really impress us. We put a lot of emphasis on detailing – a bows or flowers, gota or lace, embroidery or not…after a lot of ideation, trials and discussions, we finally approve a line”.
The designs then go through the grading process where the grading sheets are prepared to perfect measurements. Pattern grading is done from newborn upto 9-10 years, based on standard measurement charts, developed in-house. Lot of hard-work, basically! Then cutting, stitching, putting layers onto net to achieve the ruffled defect of dresses, ironing etc. after going through all the processes, the line is finally ready to be retailed.
According to Neha Sachar Mittal, Co-Founder, Kidology, “The vision behind Kidology is to become India’s leading and most recognizable occasion wear brand for kids with sizeable international presence in the affordable luxury segment. Our focus is uniquely designed, high quality, exquisitely tailored apparel and accessories. Our plan is to have a retail presence in key cities within India and globally as well as a dominant online presence – promotion of Kidology’s own e-commerce website – www.kidology.in and partnerships with leading fashion portals in India and across the world. We strive for excellence and delivering a truly unique and special customer experience.”