Apparel September 2019 Apparel September 2019 issue | Page 70

BRAND PROFILE
VERONNA ENSURES THAT ALL HER
DESIGNS ARE SOFT AND EASY ON
THE SKIN OF CHILDREN.
“I decide on designs that have comfort and
simplicity at their core, those that would be
stylish, timeless, and beautifully crafted to suit
the needs of every child. For the launch, we
chose an online medium because we felt that
as a modern brand catering to the modern-day
parent, it made complete sense to be an online
store as opposed to a bricks-and-mortar one.
The fact that it is more cost-effective also played
a role in the choice.” This way, the label was
made available to consumers across the country
and beyond. Veronna also took time to design an
easy-to-navigate website with clothes presented
according to age groups (six age groups decided
by way of the typical growth spurt in children),
collections, and categories (girls, boys, unisex,
and accessories). The site also lists handy tips for
styling the garments, details about the fabrics and
elements used, and guidelines regarding wash
and care.
THE PRODUCT RANGE
In the first phase of her label’s inception, Veronna
decided to design garments for little girls
belonging to the age group of six months to four
years as she had acquired comfort designing for
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September 2019
this particular group, having done so for her niece
and children of her family friends. She decided
to design tops, bottoms, dresses, rompers,
sets, and playsuits that provided kids with the
effortlessness they needed to move around.
Within this range, she created clothes for play
and travel, using cotton and blended fabrics,
and clothes for occasions, using chiffon, cotton
satin, and lace. While the clothes are both hand-
and machine-stitched, embroidering and other
detailing are all done only by hand.
She sources cotton, cotton flax, and other
cotton blends (with a greater percentage of
cotton than other yarns) from a network of
manufacturers from across the country. As her
personal preference is white and soft colours—
and as she had enjoyed her recent trip to Tuscany
where she was inspired by the whole beach
sentiment—she decided to design her first
collection that spoke of pastel hues, stripes, and
other tropical elements.
THE COMFORT FACTOR
Veronna ensures that all her designs are soft and
easy on the skin of children. For instance, when a
dress is designed with a blended or cotton gauze
fabric (which is inherently wrinkled), it is lined with
mul (muslin), which is a tender fabric. Similarly, if
a dress bears embroidery, then the embroidered
section is lined with mul to prevent the threads
from causing irritation to the child’s skin. She also
designs clothes that bear wide necklines—those
that can be buttoned up snugly—so that babies
can be dressed without stress caused by small
and tight necklines.