Her label is synonymous with making the humble polo T-shirt a certified fashion statement and for giving the ubiquitous kurti an ultra glamourous makeover. Mumbai-based designer Monisha Jaising now brings these trademark offering in teeny sizes, for luxury shoppers aged between two to seven years, in the form of her new kidswear line, MJ Kids.
Luxe polo tees and T-shirt dresses with crystal and stone motifs in the form of ballet slippers, cupcakes and puppies are currently on offer at her flagship store in Mumbai’s Bandra. Joining the line-up will be an array of silk Lucknowi kurtis, right in time for the festive season. “Luxury children’s wear is the fastest growing segment of the children’s wear and clothing market in developed/ developing nations,” says Jaising, who perceived the immense growth potential in the sector thanks to “rising income levels, trend towards nuclear families and parental desire to offer the best to their children”.
With the kidswear market exploding internationally, Jaising hopes to take it to the next level in India too. “Today, kids are treated as adults, exposed to branded apparel, fashion media, they travel internationally and there’s an enhanced awareness among peers — all factors that contribute to a growing fashion-consciousness,” she says.
And while the designer of uber-sexy resortwear and contemporary couture for adults is happy dealing with miniscule sizes and cheery colours, she hopes to keep the essence of the brand intact. “We do have a whole bunch of fashion-forward moms who want to dress up their children exactly the way they dress themselves. They are a reflection of who you are, so if you are someone highly stylised, then you want to make sure your kids are the best-dressed kids out there. It’s a ‘mini-me’ phenomenon,” says Jaising, who hopes to capitalise on this “feel-good factor”.