Childhood memories of wearing clothes two sizes bigger will soon end owing to the booming children’s fashion industry in the country. Parents are now willing to shell out huge sums of money just to make their children “stand out”, not to mention that the kids themselves are highly fashion conscious these days. “Parents realise that the growing years of the kids are memories they want to cherish for a lifetime and aren’t reluctant on spending money to make them look good,” says Nishka Lulla, who showcased her collection Mela that mixed fun with embellished elegance. The price range of her collection was Rs 4,000 and upwards.

Designing clothes for children is a whole new ball game, more so with the heightened exposure that children today enjoy. “Kids enjoy customising their clothes based on colours and icons that inspire them — from television to video game characters,” adds Nishka. Cherry Pestonji of Anahita, a children’s apparel brand, says, “Health of the kids is a primary concern. We choose non-synthetic fabrics, mostly pure cotton.” The prices at Anahita are not, however, exorbitant as the casual wear starts with Rs 500 while formal wear goes up to Rs 6000.

“Parents see their children as a representation of themselves. So they want their children to look equally good especially when kids have equally hectic social calendars. They see how Bipasha is dressing and what Hrithik is wearing and then choose what fits them the best,” shares Neha Mittal of Kidology, another brand that showcased outfits at the kids’ fashion week. While accessories at Kidology start at Rs 200, the prices can go as high as Rs 16,000 for dresses.

Although sceptical initially, mother of two and a homemaker, Vandana Goel says she would not mind shelling out money if an occasion calls for it. “Children do outgrow their clothes very soon so these designer clothes would be a tad pricey. But if you are particular on making your child look good, like for birthdays and marriages, then designer wear would not be going overboard.”

Says the father of a “fashion conscious” 10-year-old girl Lisa Venkat and a popular drummer in the city, Venkat Ramesh, “My daughter chooses high-end brands and is very particular about what she wears. So spending Rs 4,000 for an outfit is not going overboard at all.”