The BIBS x Etta Loves newborn gift set built around what babies can actually see

Copenhagen meets London in a new limited-edition newborn gift set from BIBS x Etta Loves, combining iconic Danish design with science-led sensory products built around infant visual development. The collaboration brings together two brands with very different origins but a shared commitment to purposeful design.

Etta Loves is a UK-based sensory brand that works alongside experts in orthoptics to develop high-contrast patterns scientifically designed to support visual engagement from birth. Its muslins are built around a straightforward but important piece of science: in the first weeks of life, newborns cannot process colour or fine detail. What they can see, and respond to most strongly, are bold high-contrast patterns: black and white shapes that send clear signals to the developing visual cortex and begin building the neural pathways that underpin vision for life.

BIBS, founded in Denmark in 1978, is one of the most recognised baby brands in the world, known for its timeless dummy designs and thoughtfully made essentials distributed across more than 100 markets globally.

The gift set includes a three-pack of Etta Loves high-contrast muslins, a two-pack of BIBS ivory and black polka dot dummies and a coordinating BIBS polka dot dummy box, a considered bundle that covers the genuine essentials of the newborn stage while doubling as one of the more beautiful baby shower gifts available right now.

Jen Fuller, Founder of Etta Loves, said: “At Etta Loves, everything we design is rooted in what babies can see and how they develop. Partnering with BIBS allows us to extend that science-led approach into a broader newborn offering that parents already know and trust.”

The BIBS x Etta Loves newborn gift set is available now at ettaloves.com.