![]() In the report, researchers claim that “growing social media influence and changing fashion trends” have pushed “demand for fashionable clothes” for children. Kate Quinn does a mix of bamboo and “organic cotton.” Posh Peanut also uses bamboo and calls its clothing “hypoallergenic, ultra comfy and fashionable.” Lou Lou and Company started with swaddles and now sells a variety of “essentials that feel like love,” while Ryan and Rose is known for its sleek, monochromatic pacifiers and matching “cutie clips.”Īccording to a December 2020 report from Fortune Business Insights, these sorts of Instagram brands and the trendy and aspirational parents they appeal to are fundamentally changing the baby apparel industry. ![]() Kyte Baby and Little Sleepies make clothes and blankets with bamboo, which is more lightweight and breathable than traditional fabrics and is said to help soothe skin conditions such as eczema. Over the past few years, Instagram baby brands like Kyte Baby, Little Sleepies, Kate Quinn, Posh Peanut, Lou Lou and Company, and Ryan and Rose have gone certifiably viral.Įach brand sells baby items with a similar airy and expensive Instagram influencer energy, but with slightly different selling points. Howard is far from the only person to get tempted by baby brands on Instagram. As the pandemic slowly ruined her plans for her dream wedding, it felt like a way to take back control of her life. She did all of it in secrecy, squirreling the packages away before her fiancé saw them and hiding them among her Christmas decorations. So she started to buy things, purchasing about $200 worth of items like a pacifier clip, swaddle, a stroller blanket, and soft and beautiful outfits from trendy brands like Lou Lou and Company. “I thought that they were living the dream baby life and I wanted to emulate them, especially with clothing and high-end baby gear,” Howard told me. She began to want to buy things for her future baby too, even though she wasn’t yet pregnant. To Howard, it seemed like these women and their children had it all. The babies smiled and squirmed in soft, adorable clothes and cruised around in high-end strollers. ![]() Before her eyes flashed mom influencers, their babies, their adoring husbands, and most importantly, their stuff. Instead, she spent a lot of her time on Instagram.Īfter the pandemic postponed her big day indefinitely, Howard was bored. Tyler Howard, a 33-year-old from New Jersey, had been planning to get married in the spring of 2020.
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