white label - an exclusive from aden + anais
aden + anais introduced the first muslin swaddle outside of Australia in 2006 and has been pioneering muslin baby essentials ever since. In the same spirit of innovation, the brand is thrilled to introduce aden + anais white label, a new capsule collection created for mums with an eye for design.
Born out of the aden + anais creative studio at the brand’s headquarters in Brooklyn, NY, this highly-curated collection features unique prints, bold colours and breathable muslin that reflects a distinctive downtown vibe mixed with a bit of cheeky Aussie wit. “With our white label collection, we really wanted to invoke the essence of our roots while also capturing the head-turning, specialised style that only boutiques offer,” said Australian-native Raegan Moya-Jones, co-founder of aden + anais.
The first European launch of white label includes two unique watercolour-inspired collections in eye-catching colours and coordinating patterns. Paradise cove features lush shades of green and pink, creating a tropical escape for baby girls as elephants and parrots prance before her very eyes. Serengeti offers little ones an African getaway with vibrant cheetahs and stout rhinoceroses in neutral colours.
Each print graces aden + anais' most coveted muslin baby products, including multipurpose swaddles in single and 3-pack, the ultra-absorbent bandana bib and the cosy dream blanket. All items are made from the brand's signature 100% cotton muslin, a soft, breathable fabric that allows for airflow ensuring baby's ultimate comfort and parent's peace of mind.