#INTERVIEW: Inside Babyshop’s AW25 Story with CEO Ruban Shanmugarajah

Delna Mistry Anand: Tell us about Babyshop’s Autumn/Winter 2025 campaign in the fashion capital of the world: Paris, and how does it align with the brand’s creative strategy?

Ruban Shanmugarajah: Paris represents timeless style, creativity and emotional connection, which perfectly mirrors where Babyshop stands today as a brand. The city’s charm, from its cobblestone streets to its glowing cafés, creates a beautiful contrast between everyday simplicity and quiet sophistication. That is exactly what this campaign is about; celebrating childhood through a lens of style and imagination.

Our Autumn/Winter 2025 collection, especially through our Eligo label, brings that balance to life: refined craftsmanship, layered silhouettes and a sense of comfort that speaks to families. Paris truly allowed us to express the beauty of everyday moments.

How do you balance design, wearability along with cultural diversity across Babyshop’s markets?

Our approach is rooted in observation and empathy. We take inspiration not just from global runways or trend forecasts but from the wardrobes and routines of real families. Our teams look both outward and inward, studying trends, following emerging voices and listening closely to what parents tell us in stores and online.

Whether in Riyadh, Kuala Lumpur, Dubai, or Bangalore, parents everywhere share the same instinct… to give their children the best. That understanding is at the heart of our design process. We listen closely to local tastes, seasonal needs and lifestyle habits, then blend those insights into a single design language that feels universally relatable.

And through it, our voice has remained consistent: thoughtful design, trusted quality and accessible fashion. The way that story is told might look slightly different in each market, but the values behind it never change.

What defines the Autumn/Winter 2025 collection and how does it capture the season’s mood?

The AW25 Paris Edit celebrates understated elegance and the warmth of childhood. The palette draws from autumn’s natural beauty: deep burgundy, forest green, caramel and soft winter white, accented with a hint of festive shimmer. You’ll see layered textures from tweed and corduroy to brushed cotton and plush knits, creating a sense of comfort and quiet sophistication.

For girls, the silhouettes are polished yet playful, with dainty bows and glitter buttons that add personality without excess. For boys, we’ve focused on refined tailoring and versatility - pieces that work just as well for a winter outing as for everyday moments.

Our design philosophy begins with touch and movement where every fabric is chosen to feel soft and breathable, ensuring comfort. And finishing details like top-stitching, linings and trims elevate a simple piece into something special. For us, it’s about care in every small detail.

How does Babyshop encourage self-expression while staying true to its values?

We believe children’s fashion should feel free, joyful, and expressive. Each collection allows kids to show personality, be it through colour, texture or playful prints, while staying keeping the element of comfort and practicality. It’s never been about dressing children like adults, but instead, celebrating their individuality.

True style doesn’t need to be loud to be noticed. Our collections are about confidence that comes from simplicity, well-crafted pieces that make children feel comfortable and parents feel proud. We design for the moments that matter most: the school drop-off, the family dinner, the festive gathering.