From Fendi teddy bears that cost as much as a flat deposit to monogrammed Gucci bibs and Versace snuggle pods, the glamorous social media feeds of celebrities and their mini-mes have turned baby bling into a multibillion pound sales spinner. Now you can even buy them perfume.
This week Dior launched a £230 fragrance to spritz on your infant’s neck or waft around the nursery. Using the kind of hyperbole unique to the perfume adverts that fill ad breaks this time of year Dior says its Bonne Étoile “scented water” is an “invitation to the tenderness of childhood, the age when the senses awaken, where a child’s laughter enchants and dreams reign”.
