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Parentology: Designer diapers are having a moment

July 2, 2010 |  7:53 am

Cynthia_rowley_diaper Kimberly-Clark, the company that makes Huggies diapers, has created an online frenzy with the announcement that Huggies Little Movers diapers now come in a "fashionable" denim design complete with faux butt pockets and belt loops. The diapers, which are available at Walmart and Target, sell for roughly 40% more than the regular version and have already started to sell out in stores.

Although the mom blogs are all abuzz with commentary -- Adorable! Absurd! -- this is not an entirely new development. The company first launched denim diapers in Israel in 2007, and they've been sold around the world in countries including Russia, South Korea, Mexico and Singapore.

Not to be outdone on the stylish diaper front, Procter & Gamble, the company that makes Pampers, announced Wednesday that fashion designer Cynthia Rowley has designed 11 styles of Pampers in a mostly pastel palate. Moms and dads who can't stand the Pooh and Elmo figures on most disposable diapers will see Rowley's decidedly more sophisticated and decorative offerings in Target stores beginning in mid-July.

Thriftier parents and those who use cloth diapers can still get in on the designer baby butt trend if they wish. A quick Google search turned up an authentic (and reusable) Wrangler jeans diaper cover for a mere $10.99. 

-- Deborah Netburn

Photo: Pampers and Cynthia Rowley partner on a designer diaper. Credit: PRNewsFoto / Procter & Gamble.

Recent and related: When choosing a diaper is clothed in anxiety.