I recently attended the super fun launch party celebrating CYBEX by Jeremy Scott at VFILES in SOHO/NYC. The fashionable downtown crowd snapped pics, sipped champagne and overflowed from the store, spilling right onto Mercer Street.
With a glass of bubbly and a look book in hand, I got a firsthand viewing of the colorful product with industry friend Brianne Manz, of Stroller in the City, and PR legend Elizabeth Bergoo.
Karl Lagerfeld once said, “You, Jeremy Scott, are the person who could replace me.” Having designed looks for Lady Gaga, Britney Spears, Rihanna, Nicki Minaj and the mama of them all, Madonna. Mr. Scott’s designs are fun, colorful, edgy, playful and sometimes controversial.
Jeremy Scott states, “The idea of doing something completely unexpected, like a baby stroller, seemed very exciting to me. Plus, I have so many friends who are young mothers, and knowing how they struggle to find something that they feel is cool for their babies, it just felt like a natural fit to me to design something that I could give as a gift to my friends.”
The images on the illustrative print depict food characters come to life and fighting with each other. Jeremy says, “It started with a thought, or rather a phrase in English called ‘food fight,’ and it would happen usually in movies in the ‘80s. I was thinking about that one day, and I thought how funny this name ‘food fight’ was! So I started thinking, what if the food was actually fighting? So there are boxing gloves on this one, and this one throwing popcorn, and that one’s got the left hook. That’s how this idea developed.”
These pieces are wildly vibrant with sassy soda pop girls striking poses amidst fighting french fries, boxing cheeseburgers all amidst a maelstrom of popcorn and candy. One big practicality plus for the parent is that the lively pattern will really help to camouflage life’s real accidental food spills and sippy cup mishaps.
So fashionable readers, what do you think of this new look for baby gear, love it or leave it?