Innovative baby brand Etta Loves has a new science-based sensory collection for babies in collaboration with the artist Keith Haring. Bringing Haring’s work to a new generation, the collaboration combines his iconic prints with the science of Etta Loves.
A popular artist and activist, Haring was part of the New York art scene during the 80s. His classic, colourful figures have become an iconic symbol in popular culture, instantly recognisable to many.
The Etta Loves x Keith Haring collection of baby essentials uses the expertise of Etta Loves’ resident NHS Orthoptist, an expert in children’s vision, who consults with the design team to ensure every scale, pattern and colour supports babies’ visual and cognitive development.
With this collaboration, Etta Loves continues to innovate and stay true to its brand mission of design led by science.
Etta Loves x Keith Haring collection comprises two designs – Baby and Brazil. Baby features one of Haring’s most recognisable icons – crawling babies in high contrast black and white. Etta Loves has scaled the design to support babies’ visual and cognitive development from birth to around four months.
Brazil, meanwhile, is a brightly coloured version of Haring’s 1989 artwork of the same name; expertly recoloured and scaled to support babies from five months to around a year old.
Commenting on the collaboration, The Haring Foundation says; “The Haring Studio is excited to partner with innovative brand Etta Loves, bringing Haring’s core message of ‘Art is for everybody’ to a new generation. Haring’s Iconic and bold artwork with minimal use of lines make the perfect patterns for these sensory designs.”
Jen Fuller, founder of Etta Loves, adds; “Keith Haring famously said that “Art is for everyone”, so to be able to introduce the radiant joy of his work to a new generation is an honour. This unique range truly does collide art with science in the most magical of ways; supporting babies with their development whilst giving parents some well needed and very stylish calm in the every day.”
The collection is also the first in 100% organic cotton.
The Etta Loves x Keith Haring collection includes all of the Etta Loves favourites. For example, its reversible playmat and bestselling sensory strip as well as extra-large muslins. Also, comforters, a teether and two new products – a muslin 2-pack and reversible 3-layer muslin blanket.
The range is available from 15 March through selected retailers nationwide and also at ettaloves.com.
