Kids in control: Fashion first

Sandra Oberoi, mother of two daughters aged five and seven, often finds her girls imitating her dressing style. “My older daughter drapes my scarves and dresses like me. She even uses my accessories,” says Oberoi. “Both my kids follow teenage sensations like Hannah Montana and even try to follow Barbie fashions.”

Fashionable parents, idols from popular culture and the media quite obviously dictate the way teens and kids dress. They have a mind of their own, and don’t like their parents telling them what they should wear. Veni G, sales executive at Apple of My I, a complete kids’ shop at Indiranagar, says, “Today’s kids are very sure about what they want to wear.” Veni says the store has a whole range of party and casual wear for kids such as dresses, jeans, pleated skirts. Kids come shopping accompanied by their parents, but pick what they like.

Kavita Nambiar, mother of eight-year-old Meenakshi, can vouch for that. “Kids seek approval from peers and what their parents think as hip might not be cool among their friends circle,” she says. “The way they dress and its acceptance affects their confidence levels.”

Nambiar finds music channels are a big influence on her daughter. “My daughter has her personal favourites like Taylor Swift and Avril Lavigne.” Magazines also influence their sense of style. Nambiar’s daughter Meenakshi chips in: “I would like to wear something funky and fancy if I have to go to a party or out with friends.” The young Nambiar adds that though a while ago she loved dressing up like a Disney Princess — all pink dresses and tiaras —  now she’s smitten by the rock star bug. “I like to dress like a rock star. I want a punk hairstyle and paint my nails black,” she smiles.

International fashion brands like Benetton that have a special line for kids put in that extra effort to lure them. Christopher Bernard, who manages a Benetton kidswear outlet in the city, says, “Hip, trendy clothes are very popular among kids and teenagers.”

Bernard says that most children shop according to their moods and are smart enough to not only go by the look of an outfit but pay attention to the comfort factor as well. At the moment, says Bernard, “Slim-fit denims and cowl-neck, emperor-cut dresses are hot among teenagers.”

According to Ruhi Sultana, sales executive at the retail kidswear chain Lilliput, “Hooded jackets and clothes with Disney characters on them are in demand among younger kids.” Prashanth H, who handles sales operations for popular retail brand Gini & Jony says, “Nowadays, bright-coloured sneakers and checked shirts are popular among boys. The girls seem to like tights with long tops.”

It’s not just the clothes, accessories are vital, too. Bernard says, “Young girls dig ballet flats and boys find sneakers cool. Side-sling bags are also a craze.” Ashok Kumar, sales manager at Crossword bookstore that also stores accessories for kids, says these are mostly inspired by teen films like Camp Rock, High School Musical and teenage pop stars like Hannah Montana, the Cheetah Girls. “Kids tend to imitate these pop stars and follow their style.” He adds, “Ben 10 and big dial watches, hoody sweat shirts and the Bieber haircut is a hit with young boys after teenage music sensation Justin Bieber’s single Baby became a hit.”

Oberoi worries that kids’ clothes available today are just miniature versions of adults’ clothes. “Stores have tank tops and noodle straps for kids. It feels as if adults’ clothes have been shrunk for the little ones,” she sighs.