With 35 designers and counting, Stylemylo hopes to add exclusivity to children’s fashion
WHEN Indian Kids Fashion Week (IKFW) kicked off four years ago, featuring couture for children, fashion-savvy parents breathed a sigh of relief. But the market didn’t have a platform where one could find all the designs afterwards. PR professional Ruchi Goel faced the same dilemma while shopping for her year-old son’s birthday party. “On a closer look, I realised that there are a lot of designers in India offering stylish yet comfortable kidswear. But they don’t have any exclusive platform to showcase and sell their collections,” explains Goel, who has launched Stylemylo, an online multi-designerwear hub for children aged 0-14 years. Apart from offering customisable products in ethnic, casual, organic and festive wears, what truly sets this eight-month-old platform apart from its contemporaries (think Littleshopper.com and Chennai-based Peekaboo) is its dedicated section showcasing exclusive designer pieces from IKFW.
Playing the field
Currently sporting a wide range of kidswear lines from brands including Mumbai-based Archana Kochhar, Little Divas by Pooja Wang and Chiquitita by Payal Behl, the collection at Stylemylo is on par with its adult counterparts. From chic one-shouldered jersey frocks and pastel jumpsuits in the girls’ section to octopus-motif silk bandhis in boyswear, global fashion trends take a child-friendly turn at this portal. “Buyback is one of our unique schemes where clothes purchased from us can be returned once the child has outgrown them, with some deduction determined by the company,” adds the 32-year-old entrepreneur. Hoping to expand its designer list to 75 in the near future, a brick-and-mortar store and international shipping remain the top priority of this fashion startup.
Shirts `1,195 upwards.
— Arya P Dinesh