We try to include playfulness and drama through our designs
Free Sparrow is a contemporary Indo-western/ethnic, western, and smart casual designer kidswear brand for the chirpy, playful, and curious young ones. Its distinctive and quirky designs are a fine blend of style, comfort, and durability, accentuated by matching accessories. The variety of silhouettes, delightfully styled, make the dresses perfect for both formal and informal occasions. Founder Bharti Sharma talks to Fibre2Fashion about designing for the luxury kidswear segment, sustainability and future plans.
Is there anything unique to luxury kidswear that we do not see in any other fashion segment?
Luxury kidswear is a niche that had been ignored for a long period of time but is evolving at a fast pace now. We entered this segment in order to provide quality fabrics and finishing, hyper-curated detailing, and customised designs for a unique and better fit.
One must understand the psyche of a kid to create outfits instead of following trends blindly. Sometimes, what works for adults might not be a good design for a kid.
What things are to be kept in mind while designing for this segment?
We always make comfort and fabric quality a priority throughout our design process.
What inspired the name ‘Free Sparrow’ for your luxury kidswear brand?
The thought of Free Sparrow brings back our childhood memories of a ubiquitous joyful sparrow that would hop around swiftly in its strong undulating flight. Its boundless energy and short crip calls have always been unmatched.
For us, Free Sparrow signifies a young girl’s ebullient, unpredictable, chirpy, and unrestrained spirit.
How do you incorporate both Indo-western/ethnic and western styles into your designs?
It all comes down to the design you have in mind, the occasion you are planning it for, and the age group. One must be open to experimenting and change. Of course, there is always an element of risk involved.
What are some of the distinctive and quirky design elements that set Free Sparrow apart from other kidswear brands?
Our collection involves a combination of vibrant colours and playful prints. Each design has an unparalleled identity and freshness to it. Our casual wear range is a unique blend of retro and contemporary styles. We use 3-D artwork to add fanciful charm to each outfit for kids.
How do you ensure that your designs are both stylish and comfortable for kids to wear?
Our primary concern while designing any outfit is considering the ‘style’ element and age group to ensure that they can carry the finished product with comfort and ease.
We also ensure that each outfit is made with high-quality fabrics and has a pre-washed soft cotton lining inside. This helps the kids to move around freely without feeling irritated.
What materials do you use for your clothing and accessories, and why?
The materials we use depend on design, style, fabric, colour, comfort of the kids, and many more factors. There is no single answer. The final product must provide a sense of elegance, freedom of movement, and comfort and yet be stylish.
What design elements do you incorporate into your children's clothing?
Since we cater to the kidswear niche, we try to include playfulness and drama through our designs as kids are fussy in nature.
Can you describe the typical Free Sparrow customer?
We design apparel for kids ranging from ages 0 to 15 years old. We divide this range into two segments. The first is the infants to 6 years old. In this age group, mostly the parents are responsible to select outfits for their kids. The second category is 7-15 years old. The kids in this age group have usually developed a sense of fashion and have strong opinions.
What kind of occasions are your dresses best suited for?
A big portion of designs from our collection is perfect for any festival or wedding as we offer a beautiful range of ethnic wear options. Our other smart casual, western, and casual designs are a great fit for all kind of lighter celebrations and birthdays.
How do you stay up to date with the latest fashion trends for kids?
There is no unique formula or source. I, of course, follow the basics like social media, fashion events etc. But more than this, I think it comes down to your own passion and curiosity. You never know what thing or element, or event might end up acting as your inspiration.
What challenges have you faced as a luxury kidswear brand, and how have you overcome them?
Kids outgrow a dress quickly. So, it is not so easy for a parent to indulge in purchasing a high-end dress. At the same time, comfort and fit are critical for kids. It is a slow evolutionary process. We do work with the parents closely, have the option of made-to-measure on all styles, and provide margins in the dress fabric.
What are your future plans for Free Sparrow, in terms of expanding the brand or introducing new products?
We have been one of the leading brands in luxury ethnic wear for kids and a close competitor in the couture western wear category.
Over the past 2 years, we have made huge strides in the couture, western wear, and boys segments.
How important is sustainability to your brand, and what steps have you taken to ensure your clothing and accessories are eco-friendly?
We are a luxury brand, but it is the responsibility of each human being to partake in preserving our social and environmental ecosystem.
Here are a few things that we follow to do our part in building a successful yet green fashion industry:
•No mass-manufacturing
•Low waste designs and production
•Made to measurements to avoid unnecessary use of raw materials
•Provide good margins in outfits which leaves room to increase the size later and makes the outfit useful for a longer time.
Interviewer: Shilpi Panjabi
Published on: 21/03/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
