Indian kidswear brand Mi Arcus has partnered with designer label Papa Don’t Preach to launch a premium festive collection for children. The collection will be available across Mi Arcus stores, its website and e-commerce platforms including Nykaa Fashion and Myntra.
The collaboration is a first for both brands. It is Papa Don’t Preach’s first tie-up with a kidswear brand and its first collection made specifically for children, while Mi Arcus is entering ethnicwear for the first time.
Mi Arcus said the idea grew out of a gap it saw in festive dressing for children. Parents looking for well-designed ethnic wear often have limited choices: custom-made designer outfits can be expensive, take time to produce and may not offer predictable fits, while more accessible options can lack the design detail parents want. The brand also pointed to a growing generation of millennial parents who bring the same attention to colour, design and personal style to their children’s clothing as to their own.
“Most good ethnic wear for kids today is custom-made and super expensive, and designer labels are simply overpriced for children. We saw that gap and asked ourselves how we could give parents a quality product at a more accessible price. This collaboration with Papa Don’t Preach is our answer,” said Preeti Chugh, Co-founder, Mi Arcus.
Mi Arcus said it chose Papa Don’t Preach for its use of colour, playful festive aesthetic and distinctive visual language, while keeping to its own focus on soft fabrics, comfort and designs that let children move freely rather than relying on heavy embellishment.
The collection is built around pieces meant to be styled across celebrations and other occasions, rather than worn once and put away. It includes lehengas, jackets and blouses, as well as Western silhouettes featuring Indian motifs for children who prefer an alternative to the traditional kurta pyjama.
Designs feature whimsical creatures and motifs such as unicorns and pomegranates, with bold colours, soft fabrics, unisex prints and minimal embellishment. The range also includes matching footwear and bags, so families can put together complete looks without making the outfits overly formal.
“Festive dressing for kids doesn’t have to be fussy or forced. It can be bold, expressive and cool. Today’s millennial parents want their children to reflect their own aesthetic, so we built our first ethnic collection around colour, whimsical creatures and 100% comfort. These are pieces kids can actually move in, and wear well beyond one occasion,” Chugh added.
Mi Arcus is a premium baby and parenting brand with over four decades of experience in textile manufacturing. Its range covers baby clothing, nursery essentials, bedding, toys, feeding products, diaper bags and maternity essentials.
Papa Don’t Preach was founded in Mumbai in 2010 by designer and Creative Director Shubhika Sharma. The label makes luxury, ready-to-wear and bridal couture alongside statement accessories.
