Apparel November 2019 Apparel November 2019 issue | Page 85

BRAND PROFILE
and handicrafts. My clothes are a celebration
of ancestral Indian crafts and artisans. Plus, we
source all material for our collections from India,
and have it manufactured in Mumbai,” Elodie
says further.
THE STORE
Born’s flagship store, located in Bandra, has been
designed by Antonia. “Its interior embodies the
Paris-Mumbai ethos of the brand, featuring chic
Parisian elements paired with eclectic pieces
sourced from vintage markets and shops,”
she explains. The store features two separate
spaces—one area for kids’-wear, and another
containing baby-wear, which is designed around
the concept of a child’s bedroom.
WHAT’S ON OFFER?
The brand caters to babies and kids, and
includes a host of pieces such as bloomers,
bodysuits, jumpsuits, dresses, leggings, pyjamas,
rompers, shirts, shorts, trousers, T-shirts, blouses,
and even gift sets.
Much of what Elodie creates is unisex or
gender-neutral as she does not subscribe to the
stereotypical notion of pink being for girls and
blue, for boys. “Our colours are soft and can
be worn by both boys and girls, and this holds
true for most of our pieces. People tend to buy
only dresses for girls—and we do have a large
offering in that category—but I encourage them
to buy the girls trousers, too, and pair them with
a dainty blouse. I even love a loose-fitted shirt
in floral print, worn with a pair of loose trousers.
Elodie also plans to develop a collection of décor,
furniture, and accessories for children and babies.
CONSCIOUS CREATIONS
Elodie’s commitment to conscious luxury has
manifested itself in the label’s recently launched
knit collection, wherein most of the woven pieces
are certified by Global Organic Textile Standard
(GOTS). The responsible luxury brand now
aspires to create clothing and accessories from
recycled fabrics, hence taking one more step
towards sustainability. Elodie now looks forward
to creating garments and accessories from
surplus fabrics, so as to avoid fabric wastage.
She also plans on adding new products to the
repertoire every two or three months by crafting
small capsule collections. The label’s future plans
include participation in limited-edition pop-ups,
launching a mom-and-kid twin collection, and
creating interior wallpapers for kids, baby-care
accessories, and soft toys for babies and kids.
Elodie wishes to go beyond kids’ fashion.
She aims to build a community, a safe space for
mothers to share their thoughts and experiences
on motherhood and all that it encompasses—
birthing, pregnancy, postpartum depression, and
much more; a platform where they can partake
in arts and crafts activities, storytelling, yoga
classes, and more, with kids.
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