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Nascent microfashion in Pakistan

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KARACHI: 

With Generation Z coming to the fore amid increased access to technology and one’s surroundings, children have become particular about what they wear. Many busy yet fashion-forward parents of today have begun going all out when it comes to grooming their kids, leading to an increase in the demand of labels exclusive to children. As designer wear for children gains popularity at shaadis and Eid festivities, local designers are tapping into the relatively new market.

Designer Nida Azwer launched the Nida Azwer – Kids Line in 2011. She shares that she ventured into it upon the request of her female clients. “My friends, family and clients would always request me to design outfits for their kids and grandkids, for weddings and other festive occasions. So, I decided to launch a proper line,” she says.

Elaborating on what fashion-conscious mothers look for when they have designers create outfits for their children, Azwer comments, “Women who come to buy clothes for their kids are specifically looking for eastern wear.” She feels that children’s wear is a lucrative business, but is still in a nascent phase. “There aren’t many places one can go to find good ready-to-wear clothes for their kids,” she explains.

Nomi Ansari, who has developed a following with his desi contemporary-retro aesthetic for children’s wear, initiated his brand Bubbles in 2012 due to “numerous requests to customise clothing for kids.” He believes that children today are increasingly designer savvy and product conscious. “In this new age and brand conscious generation, children will expectedly be design conscious. They usually are,” he says. “You’ll hear eight-year-olds talk about Chanel and Prada or designer lawn, all while playing on their parents’ smart phones or iPads.”

Azwer acknowledges that children today are more aware and exposed to fashion. They want to look appealing themselves, so it’s not just their parents imposing fashion choices on them. She says, “Kids between the ages of eight and 10 and even four to six-year-olds want to dress well and look good. I feel most of these kids will grow up to know exactly what they like and don’t. They are definitely more aware and conscious.”

On the profitability of the ascending market for children’s wear as opposed to the established stronghold of women’s wear, Azwer says, “Since women wear eastern clothing casually and formally, women’s wear in Pakistan has the highest demand in fashion retail business. Children’s outfits are only for special occasions as they don’t wear eastern clothing to school or on a daily basis. I feel you can’t compare the two markets as they are different altogether.”

Ansari holds, “It is [profitable] in terms of prêt. Formals are a hit and miss because you don’t know if and when parents would want to opt for designer wear for their children. Factors, such as what the occasion is and how brand conscious the child’s family is, also matter.” As for the future of this novel undertaking, Ansari asserts, “It’s a very appealing [market]. We get a lot of mothers wanting customised eastern formals for children who can’t even walk yet. And it’s quite an interesting challenge but fun nonetheless.”

Published in The Express Tribune, October 31st, 2014.

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