When you think of Jeremy Scott, baby products don’t immediately come to mind.
Known for his cheeky designs (teddy bear Adidas sneakers, anyone?) and dressing stars from Katy Perry and Rihanna to Lady Gaga, the fashion designer’s quirky style sensibility may not seem like a good fit for the kiddie market.
Luckily, that didn’t deter baby gear company Cybex from collaborating with Scott because surprisingly, his fun and fresh take is just what the industry needs.
Debuted during a launch party Wednesday night at London’s Shoreditch Studios, the collection includes strollers, infant seats, diaper bags and more featuring the fashion designer’s new exclusive print, “Food Fight.”
“It began with me thinking about the term ‘food fight’; something that’s often featured in films from the ’80s,” Scott shared.
“There’s a scene in a cafeteria, for example, in which a pupil throws a slice of pizza at somebody. Then he throws another piece, and so does someone else, and suddenly everyone is throwing food around. I began to imagine what it would look like if food could really fight!”
To see more of the collection, go to cybexbyjeremyscott.com. And check out more of the designer’s thoughts on his cool partnership with Cybex below.