31, Jan 2019 | Fashion
Kids Fashion Trends – Meet Born, a Kids Luxury Brand by Elodie Le Derf ⇒ Born* by Elodie Le Derf is a high-end baby and kid label standing for an unmistakable French style and using natural fabrics embellished with delicate embroideries and details. Finding the perfect brand to dress up your kids is not an easy task to take on. But Born as quickly became one of our favourite ones right now!
Born is a high-end baby and kids wear label (for newborns to age eight) that boasts an unmistakable French style but is made in India from start to finish. Le Derf, an erstwhile bridal couture designer, brings her Parisian sensibilities to the creations (which are equal parts comfortable and romantic) while highlighting her love for Indian hand embroidery.
“The first impression is inherently French because of the colours and finishing, but the brand narrates my love story with India. I have worked with the same craftsmen I have been associated with for 15 years (for my bridal wear) for Born as well.” – Elodie Le Derf
Le Derf’s modern approach to Indian handcrafts gives her designs their distinctive flair—she has played with khadi and designed patterns using block prints. The maiden collection, ‘India Song’, is composed of delicate embroideries and romantic floral prints inspired by the flower fields of Kashmir, Mughal art and Indian fauna on light cotton voile and soft linens. Choose from baby essentials, rompers, bodysuits, T-shirts, bottoms and dresses in soft pastel tones. “We also plan to introduce matching mother-daughter outfits, textiles and blankets in a few months,” adds the designer.
Le Derf has partnered with friends Antonia Achache and Jeremie Sabbagh, of Suzette and Kitchen Garden fame, to bring the Born universe to life. The couple not only encouraged the designer to launch her label, but also invested in the venture, with Achache assuming the role of interior designer too. “I have worked on the interiors of our restaurants, and came on board to translate Elodie’s vision into the store. We have recreated a typical Haussmannian French apartment in shades of nude, grey and celadon, localised with furniture and accessories sourced from vintage markets in Mumbai. The wallpapers feature prints from the collection. The store aesthetic combines all the elements of the brand manifesto, which are, Born wild and free, Born kind, Born Parisian and Born in India,” elaborates Achache.
The flagship Born store in Bandra’s Pali Hill neighbourhood is divided into two levels, and recreates a kid’s playroom (with accoutrements like a blackboard, rocking horse, dollhouse and books) so that the children feel right at home, leaving their parents free to browse.
“The Born experience is inclusive of not just the mothers but the kids as well. Even our launch shoot features our and our friends’ children. We turned the shoot into one huge play date, and this is the very spirit that spills over to our collections as well.”
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