Huggies recently released a limited edition line of Jeans Diapers designed to look like the popular denim threads.
Despite the innovative commercial and memorable tagline (“The Coolest You’ll Look Pooping Your Pants”) parents are concerned about how these jeans diapers are sneaking commercialism into a baby’s psyche long before they should be caring about what to wear. With the commercial featuring sexy women gawking at the baby, clad in his trendy Huggies Jeans Diapers, it’s even stirred up mention of the over-sexualization of children.
“Denim has always been a summer style staple, and the Huggies Jeans Diapers are no exception – they are a unique, fun and stylish way to make your little one the coolest and cutest around,” said Stuart Schneider, a Huggies spokesperson. “Huggies Jeans Diapers feature a fashionable blue denim design, providing parents and little ones everywhere with a trendy way to express their personal styles.” Funny. Last time I checked, babies don’t have personal style yet! Any personal style belongs to that of the parent.
But Huggies isn’t the only one pioneering designer diapers. Fashion designer Cynthia Rowley has partnered with Pampers to create a line of fashionable diapers with stripes, ruffles, madras prints, and plaids. Says Rowley of the diapers, “It’s the first piece of clothing your baby will ever wear and it should be special.” Rowley’s line is projected to hit shelves in Target July.
Since babies are evidently more concerned with food, sleep, and play than the color of their diaper, these trendy lines of designer diapers seem to be marketed more towards hip moms than drooling babies. It will be an interesting study in fashion marketing to see whether these designer diapers catch on in the long run.