Spider is delighted to announce that Aden + Anais, known for its stunning collection of premium muslin swaddles (one of which was styled by a three-day-old Prince George in his first public appearance back in 2013), is the latest addition to Spider’s ever-growing consumer portfolio.

We’ve been appointed to look after the consumer PR for Aden + Anais, focusing on launching its AW19 collection and four new exciting products to the UK market. Alongside this, Spider will also look at partnership opportunities for the baby brand, positioning them as more of a lifestyle product whilst continuing to raise overall brand awareness.

The brand is on a mission to highlight the multifunctional purpose of its products, all whilst still looking aesthetically beautiful. The innovative babywear brand has set out to make products that have purpose for both parent and baby and we aim to showcase this through a mixture of educational pieces, product placement and gifting. We also want to tell the masses just why it’s the only brand to turn to when buying a gift for someone with a newborn baby.

Aden + Anais was first established in 2006, quickly becoming the baby brand for celebs in both the UK and across the pond, with a whole host of A-list stars sporting Aden + Anais swaddles for their children. The brand became a household name when Prince William and the Duchess of Cambridge unveiled Prince George to the world wearing a rather fetching (if we do say so ourselves) jungle-print swaddle. Since then, the brand has continued to supply to royalty and celebrities alike.

With new NPD on the way, our aim is to take the focus beyond what will (inevitably) be lovely looking products and educate consumers around functionality and what sets Aden + Anais products apart from the crowd.