Kidology unveils winter/festive line of formal, occasion wear

Designer brand for kids was a rare phenomenon in India when Kidology was launched. However, things are changing now with international labels and Indian designers venturing into this untapped segment. “Being the first mover was a challenge, as until then no one had experimented with designer clothes for kids nor did our price points exist. We are pioneers in the formal and occasion kids wear category,” says Neha Sachar Mittal, Joint Managing Director of Kidology, who now plans to launch a prêt collection to cater to the middle class.

New additions to occasion wear

Kidology offers apparels and accessories for 0 to 10 year olds, some customised furniture and occasion wears for girls and boys, along with accessories, shoes for babies, kamarband , sandals, hair accessories, belt, hats, caps and jewellery. “We do not do casuals. We offer complete formals like formal dresses, formals skirts, jackets, overcoats and trousers. In Indians wear we do lehnga cholis , anarkalis , sharara , Patiala salwars and so on,” explains Mittal.

For boys, the range has tuxedos, suits, shirts, kurta pyjama , Nehru jackets, bandgalas and dhotis . The line consists of everything that one gets under the adult category. “But for kids you are required to be extra careful. We need to make sure that clothes are comfortable, easy to carry. A lot of detailing is required while designing clothes for kids,” says Mittal. The brand has also launched a teenage line and ‘Mini Me’ collection having matching outfits for parents and kids. The company plans to focus on theme party dresses and customised designing.

“Brocades and taffeta in jackets/blazers and fitted dresses, chiffon and georgettes in flowy large A-line silhouettes, lace in Victorian inspired fashion, gowns with lace and crystal details in appliqués and fitted dresses with capes, ruffles and frills rule the new collection. The old time classic of a fit and flair dress always works for any occasion. Fur stoles are incorporated in our kids’ collection as fur collars in jacket dresses and coats. The line also has 3-D embellishments/placements on velvet shift dresses and collars and quilted dresses instead of the usual coats,” says Mittal, elaborating on the new fabrics and themes for the season.

Focus now on increasing online presence

Kidology has one flagship store in Delhi but the brand is available in many cities within India and abroad through shop-in shops or multi-designer stores. “We are in Mumbai, Hyderabad, Chennai, Raipur, Ludhiana, and Pune. We are not targeting any particular kind of a market. Business is good everywhere. Overseas, we are Dubai, Singapore, New York and we have buyers from Australia and Russia too,” states Mittal.

The company is now focusing on building its online presence. “We are getting orders from international buyers through online channel. We supply through physical and online and abroad we are at MBOs and online. Kidology is on Amazon, Vintagedesi.com and Indiayouth.com,” she adds. And orders are coming in from everywhere including remote areas. A sure reflection of Kidology’s growing popularity.