Apparel November 2019 Apparel November 2019 issue | Página 34

TODAY’S KIDS ARE MORE
INFORMED AND CONSCIOUS
ABOUT THEIR CLOTHING CHOICES
AS THEY ARE AWARE OF TRENDS.
garments to be worn over and over again, which
is reassuring to prudent parents.”
CHANGE-MAKERS
The increasing preference for branded apparel
has attracted consumers through fabulous visual
merchandising, promotional strategies, and
focused advertising. “This shift is taking place
on account of changes such as a rise in the
disposable income of parents and the increasing
influence of Western culture. We are also
influenced by mass media and peer pressure;
however, today’s kids are more informed and
conscious about their clothing choices as they
are aware of trends,” says Pradhan. Elodie Le
Derf, Head Designer and Founder, Born, says,
“Organic and sustainable fashion is the way
forward. It is no longer a trend but the future.
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I APPAREL I
November 2019
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FEATURE
All over the world, fashion is now moving
towards a more sustainable approach, reducing
waste, being more ethical, and respecting the
environment. There is a rise in brands developing
organic cotton lines. Back in the day, India was
a country that was sensitive to sustainability
(think recycling practices, avoiding plastic,
consuming less, using only natural dyes, owning
a huge handcraft segment with block prints and
hand- embroideries, just to name a few) and is
now slowly going back to its roots. With 80 per
cent of our collection made with organic cotton
and soon, a range of small products made out
of discarded fabrics (in order to recycle them),
Born is committed to supporting sustainable
fashion in India and promote the incredible Indian
handicrafts. Again, an evolution in colours is also
being seen. It is going away from the usual bright
primary pinks, reds, yellows, and blues, towards a
more gender-neutral palette, wherein pinks don’t
necessarily have to be for girls and blue,
for boys.”
Mothers have also been increasingly hooked
on to the twinning trend, wherein they clothe
themselves and their kids in identical attire.
Keeping this in mind, Born will also be launching
an identical mom-and-kid collection.