Etta Loves, the home of sensory baby essentials driven by scientific research, has announced a new global collaboration with artist, Camille Walala.
Available from September, 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 was inspired to create a collection with Etta Loves which balances grids and playful shapes.
Known for her ambitious, large-scale and explosively colourful interventions in public spaces, Camille 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 their scientific partnership with the University of Sussex Baby Lab and their consultant Orthoptist. This ensured that this latest collaboration is not only has stylish appeal for adults but offers the perfect supports 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 licence for the Keith Haring Foundation.
Camille Walala commented: “I am delighted to collaborate with EttaLoves on this collection. 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 -a perfect match.
“For this range, I looked at different shapes that I stumble across in every day 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.”
With science at the heart of EttaLoves, each piece has been developed to ensure babies’ development is stimulated and with this collection, enjoy their first art gallery experience.
The collection has been co-designed using Camille’s art and Etta Loves’ scientific-backed research as a basis to space, scale and select the pattern elements so that they are optimal for different ages. Etta Loves continues to innovate and stay true to its brand mission of design led by science.
Jen Fuller, founder, Etta Loves, commented: “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 dawn 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.”
