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Journalism of Courage
Parents,these days,are far more indulgent than the generation previous to them. It wouldnt be far-fetched to say that nothing is more joyous for a mother or father than to see their children dressed comfortably but look trendy too. That would also partly explain the need for an exclusive India Kids Fashion Week (the first edition was held in Mumbai from January 19-21) and why an increasing number of mainstream fashion designers are stitching up collections for juniors as well.
Among those who realised the need to cater to this growing market of eager parents and enthusiastic children early on was Chandigarh-based designer Mohita and her entrepreneur husband Manu Indrayan. Their brand 612 Ivy League offers comfortable,casual as well as semi-formal cotton clothing for youngsters,specially tweens. As the name suggests,the core age group we are targeting is between six to 12 years. The idea stemmed from my own dilemma when I was shopping for my daughters and sizing was an issue, says Mohita,who is back from the recently concluded India Kids Fashion Week,Mumbai,that saw the brand showcase of their Spring-Summer 2012 collection. While there were many brands that presented a lot of frilly,fussy,party wear for children,our styles were for everyday wear with emphasis on comfort and style both, says Mohita,who spearheads the design team for 612 Ivy League. So now from Daddys Princess,these tweens have graduated to My Dad is Totally Awesome.
While the League offers almost 300 styles of boys and girls garments in sizes three to 14 years,the focus remain tween-agers. The Spring Summer Collection 2012,priced Rs 300 onwards,is a riot of colours ranging from pastel pinks,blues and yellows to flaming orange,green and reds. While the boys range is a mix of knee-length shorts,jeans,cargos,shirts,T-shirts combination tees,the girls get to choose among summer dresses,smart tunics,trendy jumpsuits,peasant tops,harem pants and even slogan T-shirts. The latter,says Mohita,are best-sellers. Tweens love to show attitude and the slogan tees represent the change they are going through, says Indrayan.
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