Mumbai: Miss Universe 2000 pageant winner, Indian actress, and entrepreneur Lara Dutta Bhupathi announced on Saturday her entry into the kids' fashion space on the Indian e-tail baby and kids megastore FirstCry.com.
Bhupati has partnered with FirstCry to launch ARIAS – an eco-fashion label of clothing and accessories which is an endeavour to design responsible fashion while translating current trends into comfortable, chic and premium quality products.
ARIAS Kids, will be made available only on FirstCry.com and is set to challenge the existing market of conscious parents of independent kids who know exactly what they want to wear.
ARIAS caters to 2–14-year old kids with the aim of creating clothing and accessories that reduce the negative impact of the fashion industry on the environment.
The brand name is her daughter’s name, 'Saira', spelled in reverse. It seems fitting that ARIAS has naturally forayed into the kids' clothing space too.
Speaking about this new initiative, Lara Dutta said, "FirstCry was the first brand that immediately came to mind when I thought of ‘kids fashion’. With this partnership, I believe we can advance environmental education and youth environmental awareness while also achieving my goal of making ARIAS kids an eco-fashion brand."
A company spokesperson at FirstCry said, "The association with Lara’s brand is one that we are very positive about – we are witnessing the rise of the conscious consumer on FirstCry, and given ARIAS Kids' core values of eco-consciousness, it is a great offering for parents who have come to expect more from the FirstCry brand."
