Organic baby clothing company, MORI, embarks on its first ever collaboration with the world-renowned art and design university, Central Saint Martins
MORI, the London-based baby clothing brand known for its high quality organic sleepwear, is delighted to announce a partnership with London’s leading art and design college, Central Saint Martins (CSM), the first project of its kind with a baby brand.
The ‘Embrace Every Moment’ project sees talented young BA Graphics Communication students from CSM explore the very real and honest moments around parenting milestones, to design a capsule collection print and storybook. Students have been encouraged to look through the eyes of a family to produce inspiring and imaginative designs that help parents find the magic in every moment – from the unstoppable laughter of a baby that lights up the eyes of a sleep-deprived parent, to a simple squeeze of a parent’s hand while sleeping.
Storytelling is one of the most important elements in creating a routine for little ones, broadening a child’s imagination and imparting values, so this project seeks to strengthen the bond between parents and their child by using creative stories that flow through books and prints that will be featured throughout MORI’s organic sleep wear products.
Commenting on the project, MORI’s CEO Akin Onal says, “We are thrilled to be working alongside the fresh blood of the industry who are set to become some of the world’s most renowned young designers
and illustrators. We have been blown away by the quality of their submissions and look forward to bringing some of the very best concepts to life.”
On 21 June, the shortlisted students presented their projects to an esteemed panel of judges which included MORI’s CEO Akin Onal and key members from MORI’s design team, Jann Mathias, CEO of the Design Laboratory (originally set up in Central Saint Martins), Boris Theury creative director at the Design Laboratory, as well as Vogue’s deputy editor Sarah Harris and fashion blogger Susie Bubble.
Originally the work of three winning students was to be transformed into capsule collections featured on MORI’s best-selling products (including the award-winning zip-up sleepsuit and clever sleeping bag), however the designs were so strong that four winners were eventually chosen. The first of the students’ designs will launch in October 2018, with the remaining three students’ designs launching throughout 2019. The designs will be sold through the MORI website and selected retailers nationwide.