NOT JUST KIDS’STUFF-The big business of little people.

Suri Cruise turned all of four years in age this summer, yet Tom Cruise and Katie Holmes are reportedly spending around 4 million dollars on her wardrobe annually! Tom had earlier stated Suri chooses her own clothes and now, even advises him on the same.

Along with a $800 Ferragamo purse neatly resting on her tiny shoulder, this mini style icon already has a fashion blog in her name, with over 5 lakh visitors and counting. Every single time the little fashionista steps out with her celebrity parents, bloggers vote –“thumbs up for the Burberry plaid dress, thumbs down for her high heels”etc.

“Keeping up with the Cruises” has become the motto of more and more Gen Xers around the world. According to online polls, fashion enthusiasts are happily kitting out for their kid’s gear, amounts that would resemble your monthly car installment or family holiday budget.

India too, has caught up with the mini fashion frenzy and Gujarat is no exception .Young, upwardly mobile parents who are brand conscious themselves are making sure they dress their dear ones in designer tags and shop for the same whenever they travel. Gujarats’yummy mummies love to dress their young guns as’ mini me s’.”When we mommies are wearing strappy branded labels, why should it be any less when it comes to kidswear?” argues Shhalu Kapadia, whose daughters aged 8 and 5 have a wardrobe as big as their moms.” I shop from Delhi for their Indian gear and my husband who travels abroad often, purchases their western out fits.

Kids couture, that was an ‘unorganized sector’ till now, has started looking up like never before. Kidology that launched this year, in Delhi is already branching out to the west due to demands. It houses designer threads in Indian and western wear to cater to tiny vouguettes and little boys aged 0 to 7. The country’s leading labels like Ritu Kumar’s ethnic fusion blend, Malini Ramani‘s tribal /glam diva look, Gaurav Gupta ‘s funky styles, Gauri and Nainika’s princess collection are hot sellers .Karina Rajpal, its director points out that,” While celebrity kids ’fashion influences a certain sector of the market, there are plenty of aesthetically minded parents who have very distinct taste, who appreciate good quality design and enjoy watching their offspring’s wearing the same.”

The weather in Ahmedabad calls for comfortable fabric, as does kid’s fashion. I use a lot of natural fabric, organic cotton, that has an extra feel of softness to the skin”, says Priti Mehta, who runs’ Bows and Buttons’ for pretty young things, at Ellis bridge.” Fit to size is an important aspect; my youngest client is 6 months old. We physically try out samples on children to make sure that the fit is perfect and provide alterations. Matching accessories like hairclips and purses are custom made to order.”

”Prices are not an issue, if the kids like something, parents happily pay for it, children have so many birthdays and functions to attend,” says Nishhka Lulla whose youngest client is one year old.” the most difficult part is getting them to be stable during measurements. Even one year olds are very conscious about the length of their dresses and the colour that they want .It is great fun designing for children since there is a lot of freedom with colours and one can be innovative with fun styles.” Having launched her label Nisshk's Barbie collection last year with a ‘mommy and me’ ramp walk, she has regular clients in crème de la crème Gujaratis like Palak and Samir Sheth’s daughter Shonaya amongst others.

Tanisha Sonpal, an NRG settled in Hong Kong states, “I have regular requests from cousins back home to shop and send kid stuff for my nephews and nieces who reside in Rajkot and Baroda .Since here we have stores of Baby Dior,Gucii,Kenzo,Marc Jacobs etc in kiddy styles.”

Meanwhile, back in Ahmedabad and Surat, cash crunched parents are also shopping at low priced shops like Clothes Rack, Just brands, for their tiny tots to stay put in the brand wagon. Play at the park has never been so stylish, as Tommy Hilfiger rubs shoulders with Burberry’s at the see saw and swings.

“Its not just the tags, comfort is prime importance,” points out Pooja Patel ,” I make it point to pick up Baby Gap jeans and fine footwear for my kids, I also like the Indian block prints on cotton shirts for my son. My daughter’s wardrobe is more Victorian and feminine, country style frocks etc.Loud colours, too much embroidery are big no nos”.

‘I shop for sports gear for my kids all over the world they always put in a request for Manchester United stuff, since they are both soccer fans. “Says Parikshit Contractor.

A lot of people who can afford good clothes found it hard to find unique clothing for children before, this sector has a big future. A retailer in Surat is preparing paperwork to approach brand ‘Burberry’s’, who have launched their miniature versions of the key pieces from their Spring Summer catwalk Prorsum Collection in India.” They stock tee shirts priced Rs.2500 onwards for kids aged one month to 14 years, dresses for little damsels that range from Rs.9000 to 11, 00, denims for boys that range from 10,000 onwards along with sneakers and ballerinas that cost 10 grands per pair.I have been in this field for 20 years now, Surtis never mind paying that extra buck for unique stuff.”He winks.

Tejus Kapadia who often travels abroad due to his business, makes it a point to book a hotel that is close to boutiques that sell branded kiddy wear, to shop for his daughters Vieha ,8 and Nayssa , 5, in between his busy meetings,” My children do not need to be celebrity kids to dress in designer tags. For me, they are the celebrities.” He smiles.