Brocade fashion store unveiled 'Kidology' amidst Kolkata’s high-end fashion lot. The high quality designer ready-to-wear clothing and accessories for kids' incorporates Western, Indian as well as fusion inspirations, unique contemporary designs, high quality and eco-friendly fabrics.
The kids fashion destination gets to see industry's topmost designers like Gaurav Gupta, Ritu Kumar, Gauri & Nainika, Malini Ramani, Namrata Joshipura and in-house designer Maya Nocon. The kidswear collection caters to the age group spanning 0-10 years, and includes accessories like headbands, hairpins, beaded neckpieces, bracelets and shoes. The entire range in 'Kidology' represents the cool urban style of the generation today.
Designer Gaurav Gupta explains, "My design sensibility for garments display at Kidology includes a whole new approach to kids wear playing with cats, owls and beetles in a fun manner giving it an animated look. My wide inspiration for tiny tots include round, easy and anti-fit garments with a mysterious and enchanting animals complemented with garden and flowers. Features like plaid, stripes, pin-tucks and pleats are combined with colours like neon green, red, pink, yellow and peach giving it more fun yet wearable look."
 Designers Gauri & Nainika share, "Our designs here have been inspired by the world of dreams and fantasies that all little girls grow-up engrossed-in. The kids' line offers ultra feminine styles with an old world charm teamed with fairytale like styles for little girls that would make them feel like a princess. Utterly feminine and romantic with that dash of innocence, the dresses fulfil every girl's hope of stepping into Cinderella's glass slippers. The collection has been made in a bright colour palette, using fabrics like delicate georgette and luxurious duchess satins including pleats, bowls and frills."
"Every little girl has the diva in her, just waiting to explode! My collection makes the little diva to sparkle and shine," says designer Malini Ramani.
Designer Namrata Joshipura states, "My 'Kidology' begins with the love for colour and embellishment. My collection includes dresses and kurta sets in vibrant and happy colours. One gets to see artisanal and handcrafted feel to the embellishment including appliqué flowers and sequins details in fresh colours. Importantly, this is a collection that I designed with pleasure as I could envision my daughter wearing each piece."
Ritu Kumar shares, "My kids collection has two distinct styles - the jersey collection and the Indian collection. Jersey collection is a blend of antique Eastern European embellishments with Indian elements while the Indian collection stems from the vibrant colours of Rajasthan with the use of leheria, block printing and gota."
Designer Maya Nocon says that the summer collection for Kidology gets to see cotton, organic cotton, bamboo and lenin. Fashionable kids get to see body suits for toddlers, blouses and shirts for kids. "I have highlighted my designs more on eco-friendly fabrics for the reason that, its 100 percent safe for kids with the special consideration on factors like UV resistant, anti-bacterial, highly sweat absorbent and hypo allergic," Maya adds.
Talking about the mind behind Kidology, Neha Sachar Mittal, Joint MD, Kidology said, "Kidology is one destination that brings comfortable high-end, superior quality apparel and accessories for little ones that are unique and stylish. The vision behind this is to develop various spheres of design under its umbrella and this makes Brocade, the ideal place to house Kidology in Kolkata."
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