Bright young things

ARMANI JUNIOR is the designer’s latest store exclusively for kids—choose from styles ranging from grungy to high fashion. By Akshita Phoolka

Yummy mummies and dandy daddies, who like their babies to be equally chic, can now up the fashion ante of their tots as Armani Junior opens its doors in the country. The brand has announced the launch of 34 new Armani Junior stores across the world in some of the most dynamic and fashionable cities, and New Delhi has made the cut.

“There was a very strong need for luxury kidswear in the country. It is one of the largest growing sectors in the business,” says designer Suneet Varma, who is promoting Unique Eye Luxury, the company that has been strategic in bringing Armani Junior India. “Armani is among the world’s best brands, and we are very excited about Armani Junior coming to India.”

The 2,000 sq ft flagship store at DLF Emporio Mall, New Delhi, will house an extensive range of clothes and accessories for newborns, toddlers, juniors, and teenagers. The clothes will embody the young, urban spirit of the label, and showcase a complete lifestyle. But don’t expect your kids to look like juvenile models in miniature versions of adult clothes. Although the label offers luxurious fabrics and distinct styles, the pieces find a perfect balance between grungy kid and high fashion.

“I design for children and babies for the pleasure of introducing something new and different, which fluctuates between an excessive sweetness and a miniature version of my clothes. I have tried to combine practicality with fun, and children’s love for playing,” says Giorgio Armani about the kidswear label.

The clothes revolve around the lives of children, and so the range includes something for every moment, from school-time to play-time, and from sportswear to formal pieces. The label’s fall collection is extensive—you can initiate your newborn into high-brow style with an assortment of babygros in textured chenille and jersey with ruffles; there are twopiece jumpsuits and jackets for boys in a range of colours. Keeping in line with runway trends, young boys can play explorer with quilted outerwear, bomber jackets, and gathered pants in natural tones. Taking the theme further for the slightly older ones are the military-inspired, adventure-offering cargos, combat boots, gilets, and striped velvet shirts.

For young ladies, the brand has showcased faux fur coats, down jackets, ponchos, slim trousers, and minisweater dresses in shades of dark blue, grey, and raspberry. And when playtime is over, there are some party-worthy pieces. Choose from an array of dresses with flounces, puffball skirts, jodhpurs, and shirts with ruffles.

Good things do come in small packages, and this bounty from Armani Junior holds plenty of promise.