With the “goo-goos” and “ga-gas” of little ones flooding the office halls, it’s no wonder that employees at BIG still have babies on the brain. If you weren’t already aware, two of our team members welcomed newborns into their families these last couple months. Just yesterday Robin brought in “Woody”, her bundle of joy. Needless to say, the ladies in the office were mesmerized and couldn’t keep their hands off of the handsome stud.

That image crossed my mind when I ran across a new Huggies commercial this morning.

Although I found this particularly hilarious and absolutely adorable, others disagree. The ad has been the source of controversy and debate since its release on May 29th.

So what’s the issue with babies being a little chic?

The images are reminiscent of the modish adverts we typically see from designers like Calvin Klein or Levi — ones where voguish models go about their day-to-day, leaving onlookers frozen and awestruck at their impeccable style.

Some feel the ads are “creepy” and even “pedophilic” in nature. Many express concerns that the babies are being “sexualized”.

Viewers on the opposing side say “Hey, it’s not that serious.”, and praise Huggies for creating a new, fun, unique and fashionable means of keeping baby bottoms dry. “Jeans have always been a Mommy fashion must-have, but now it’s time for their little ones to steal the style,” said Stuart Schneider, senior brand director of Huggies.

The limited edition diaper will disappear from store shelves once the Summer is over, but that still gives the public plenty of time to debate the issue. What do YOU think? Is it Huggies that needs to clean it up? Or is it viewers who need to lighten up? We’ll let you be the judge ….

- Bryna Reid

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