Lara Dutta Bhupathi is expanding her entrepreneurial empire into the kid's fashion market, with FirstCry, the Indian e-tail baby and kids megastore.
The former beauty queen and actress turned entrepreneur has collaborated with FirstCry to develop ARIAS, an eco-fashion label of clothes and accessories that aims to design responsible fashion while translating current trends into comfortable and elegant items.
"When I thought of 'kids fashion,' the first brand that sprang to me was FirstCry." "I think that via this collaboration, we can improve environmental education and young environmental consciousness while also realizing my objective of establishing ARIAS kids as an eco-fashion brand," Dutta added.
Her fascination with ARIAS began with her interest in cosmetics, home furnishings, perfumes, and other products. The brand name is a reverse spelling of her daughter's name, 'Saira.'
ARIAS Kids will be accessible only on FirstCry.com and will compete with the existing market of conscientious parents of autonomous children who know exactly what they want to wear.
"We are extremely excited about the affiliation with Lara's brand - we are seeing the increase of the conscious consumer on FirstCry, and given ARIAS Kids' key principles of eco-consciousness, it is a perfect offering for parents who have grown to demand more from the FirstCry brand," said a FirstCry spokesman.
ARIAS caters to children aged 2 to 14, intending to create apparel and accessories that lessen the negative environmental effect of the fashion industry. Natural textiles, trimmings, and eco-friendly packaging are used exclusively by the company. Even the buttons on the goods are made of shell or coconut, removing the need for plastic entirely.
