The recent announcement that luxury stroller maker Bugaboo is partnering with designer Stella McCartney is a reminder of the importance of fashion collaborations in this slice of the baby products industry:
- Dutch marketer Bugaboo’s new multiyear license with McCartney includes strollers made from recycled and biological materials, with the first products launching this month. The company has also done limited editions over the past decade with designers such as Diesel, Marc Jacobs, Victor & Rolf, We Are Handsome, and Missoni. More recent examples have included Kith, with three releases from 2023 through this year, and Copenhagen-based label Konges Sløjd in 2025 and again in 2026. Bugaboo has also partnered with artists such as Andy Warhol and others over the years.
- Italian brand Inglesima has worked with a variety of big-name luxury labels, mostly Italian designers, over many years. Most have been limited-edition releases, with some designers participating in multiple drops over time. One of the most recent examples was with Loro Piana in 2024; others have included Dior, Gucci, and Fendi.
- Cybex, a German brand owned by Goodbaby International Holdings, a Hong Kong juvenile products company, has been working with designer Jeremy Scott since 2013, with numerous releases over that time including a 1950s-inspired collection this year. Cybex has also entered into collaborations with partners beyond fashion designers and labels, including model Karolina Kurkova in 2019 and rapper, DJ, and record producer DJ Khaled in 2021.
- Netherlands-based Quinny, a brand of Canadian company Dorel Industries’ Dorel Juvenile division, paired with fashion designer and lifestyle influencer Rachel Zoe in 2016 for luxury strollers and other baby gear, including diaper bags. Quinny’s sibling brand Maxi-Cosi signed on as the car seat licensee at the same time. Quinny also oversaw an outbound collaboration with Dutch designer Marlou Breuls in 2019, which saw Breuls create a parenting-inspired apparel collection, with pieces such as a Power Nap Dress, tied to the brand.
While all of the marketers listed are based in Europe — as are many of their partners in the world of fashion — the collaborative products are typically available to luxury consumers across the globe.
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