What do Princess Eugenie, Chrissy Teigen, Gigi Hadid and Jessica Alba have in common, apart from being fierce entrepreneurs, career women and mums? They are all obsessed with the Zeitgeist Artipoppe baby carrier.
You might not have heard of it - unless you're immersed in the baby world yourself - but you've most definitely seen it all over your Instagram.
It's basically a baby carrier, but so much more than that too. According to Artipoppe, it's 'designed to superior ergonomic standards ensuring healthy body development of the baby'.
More importantly, its unique softly structured mouldable body panel allows for easy adjustability to four sizing positions meeting the baby’s growth from newborn through toddlerhood. This means mum can have baby close, but be hands free to go about her daily tasks, not compromising on her lifestyle.
Plus, there's no denying how stylish the carriers are. They are skillfully handcrafted with the greatest attention to detail, with Artipoppe developing their own fabrics from natural yarns such as organic wool, linen and hemp.
The carriers come in a plethora of covetable prints and colours, from leopard print to Yin Yang motifs, bird prints to houndstooth and clouds, in so many hues I've stopped counting.
They start at just £310, but considering the positive feedback from celebs and influencers alike, they are definitely worth every penny.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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