THESE are sumptuous, seductive bags. There's embroidery, brocade, a touch of vintage, rich fabrics and plenty of fashion sense. Celebrities like Heidi Klum, Sheryl Crow, Reese Witherspoon and Uma Thurman have also been spotted carrying them. So why aren't Petunia Pickle Bottom (PPB) bags appearing on the radar of more women?
Well, because these clutches, shoulder bags, totes and backpacks are actually diaper bags all glammed up for the fashionista mother on-the-go.
Like maternity clothes, which have come a long way since the sailor suits and tent dresses of yore, chic diaper bags are the new must-haves for mothers who aren't willing to forgo style just because they have a tot in tow. 'Mothers have evolved, but what is available in Singapore has not,' says Yeo Hwee Khim, founder of The Insanely Chic (TIC) company, which recently clinched the sole distributorship for America's PPB here. 'Most diaper bags here are quite traditional, bulky and limited in both design and lifespan. Chic is not a word you'd use to describe them.'
Hence her decision to bring in PPB, as well as Caden Lane - another American brand of trendy bags, bedding and accessories for mothers and babies.
The aim, she says, is to fill the gap between uncoordinated, baby-centric diaper bags lacking design and style, and those produced by luxury brands such as Louis Vuitton. 'Motherhood does not mean your innate fashion sense comes to an end,' says Ms Yeo, an architect and mother of three. 'You can be a fashionista and mother, a working woman and mother, a party animal and mother, or a sportswoman and mother.'
She is confident that the fashionable and functional PPB bags will meet the needs of the modern mum, taking her from baby to boardroom. The versatile bags also offer a longer shelf life for women and can be used by non-mothers.
Created in 2000 by an American mother, the brand exudes sophistication, employing fashion-forward designs and proprietary fabrics like silk brocades, hand-woven tweeds, plush chenilles, intricate cut velvets and detailed embroidery to great effect. Like fashion labels, new designs are released twice a year for spring/summer and fall/winter.
Indeed, PPB bags are so delectably stylish with their bold use of colours, textures and designs, it's hard to imagine that its clutches and totes can actually hold - on top of spare nappies, baby clothes and a woman's essentials - a matching changing pad, wipes case and plenty of useful, easy-to-reach pockets.
Today, PPB's product categories include Fawn, a posh and plush infant bedding line; Cake, a line of luxe diaper bags and Scout, a selection of dapper diaper bags for men. At prices ranging from $149 for a clutch and up to $495 for a satchel from the Cake series, PPB bags can be as costly as some cots. 'They're not cheap,' Ms Yeo acknowledges. 'But one way to celebrate motherhood and reward yourself is to get stuff that meets your needs and tells people who you are.' Already, she's working on bringing two other hip American brands dealing in mother-and-baby products into Singapore. So for mums with great taste, that's a baby bonus worth looking forward to.
This article was first published in The Business Times
