Baggu x Hanna Andersson is Bringing Gen Z’s Fave Bag Brand to Babies

glamour.com:

girls, you have a new drop to obsess over: the brand’s Baggu x Hanna Andersson collab.Yes, the Gen-Z fave sustainable bag line is introducing their now-iconic prints to a much younger demographic: babies. (And, of course, their moms.) Because why shouldn’t we be able to get in on the Baggu, whose previous collabs include high fashion lines like Sandy Liang and Collina Strada, is teaming up with , a kids clothing company that is much loved among parents for its sustainability and durability.

This sort of partnership is unique for them both. While Hanna Andersson has collaborated many times over the years with partners like Disney and characters like Peanuts and Sesame Street, this is the first time the brand has ever teamed up with a lifestyle brand.According to Kara Carter, the chief product officer at Hanna Andersson, this move into the space happened completely organically.

Or as she puts it, “a true joint love fest.”“Baggu approached us as the founder has been a fan of Hanna for a while,” she tells Glamour. “They described how the founder bought a baby sleeper for her first child, and that sleeper has literally been passed down through the Baggu office whenever a team member has a new baby.”Thus, Baggu x Hanna Andersson also signifies a growing trend among Millennial and Gen Z moms, who want their kids to be just as aesthetically on point and fashion forward as they are.

After all, who says you have to lose your personal brand once you have a child?Carter also points to both brands' commitment to sustainability as another factor that connected them.