Baby Mori
Designing a collection to celebrate milestones
Baby Mori, a luxury baby clothing brand known for the softness and premium quality of its products, approached designlaboratory* to create a brief for Central Saint Martins students to design their next collection under the theme “Celebrating Milestones.” We collaborated with Baby Mori to guide students through the creative process, providing advice and support during briefing, critique, and final submissions. The result was a collection that celebrated family and individuality, with the winning concept developed into a repeating pattern for Mori’s fabrics and clothing.
Discipline
Packaging
Industrial / Product
Brand Identity
Sector
Fashion
Deliverables
Concept sketching
Branded merchandise
Print collateral
Illustration
Art direction
Branded assets
Logo design
Team
Boris Thuery
Jack Frost
Pierre-Félix So
Yann Mathias
Maria Martin Carrasco
Lucy Maitre
Benio Urbanowicz
Date
2018
The winning concept, “Animal Family,” was designed by second-year student Lucy Clarke. The project’s core message was “Creating a family that is truly yours. No matter what you call it.” We helped Lucy refine her illustrations, transforming them into a versatile pattern that could be applied to Baby Mori’s clothing line.
The launch event took place at Central Saint Martins, attended by industry leaders like Sarah Harris (Deputy Editor at Vogue), Susie Lau, and key influencers. The collection garnered attention for its unique, heartfelt approach to celebrating milestones in the early stages of life.
