Etta Loves, the B Corp brand of sensory baby essentials driven by scientific research, has a new global collaboration with artist Camille Walala. Available from today, the Etta Loves x Walala Studio collection includes a range of baby sensory items including muslins, playmats, blankets and toys, all with distinctive designs that have been specifically created with infant vision at their heart.
Taking her inspiration from the artworks of Vasarely and Ettore Sottsass, Camille Walala was inspired to create a collection with Etta Loves that balances grids and playful shapes. Known for her ambitious, large scale and explosively colourful interventions in public spaces, Walala often uses the man-made landscape as a platform for disseminating positivity.
The Etta Loves x Walala collection combines Camille’s bold and joyful aesthetic with Etta Loves’ expertise in infant vision through its scientific partnership with the University of Sussex Baby Lab and consultant orthoptist.
This ensures that the latest collaboration not only has stylish appeal for adults but also offers support for babies’ visual and cognitive development as they stare at it. This is the second artist collaboration for Etta Loves, which holds the global baby license for the Keith Haring Foundation.
“I am delighted to collaborate with Etta Loves on this collection,” says Walala. “I have always thought my artwork would be suitable for children. They are always very drawn towards what I create, so for me, it made complete sense to create products that were tailored to stimulate the growth of their minds.
“For this range I looked at different shapes that I stumble across in everyday life, from geometries I see in the streets and on buildings to grids, patterns and optical art. The first point was looking at the concepts I create and dissecting them with the baby experts at Etta Loves to understand what would work and what would need to be eliminated. It really was a fascinating process.”
Also commenting is Jen Fuller, founder of Etta Loves.
“We are so excited to launch our second joyful artist collaboration. We have been fans of Camille’s work for years, taking Etta to one of her exhibitions when she was just 18 months old, and I’ve always been drawn to her bold and vibrant prints and patterns. The process was a dream, as we knew that her designs would complement the science to create something for all the family to love.”
The Etta Loves x Camille Walala collection will be available in all territories, UK, EU and the US, through the brand’s webshop and via department stores and independent retailers worldwide. For further information on Etta Loves, please click here.
