Amsterdam-based stroller brand Bugaboo has unveiled a new limited-edition collection of baby products in collaboration with British fashion brand Stella McCartney.
The collection, which launches globally in September 2026, is the brand’s first brand collaboration in more a decade, having previously partnered with Missoni, Diesel and Kith.
Adriaan Thierry, Bugaboo’s CEO highlights that collaborations are part of the firm’s “DNA”. The firm has been doing them “long before it become standard practice”.
He says: “Over the years, Bugaboo has found its way into the hands of cultural icons and the creative world’s most discerning parents, carried through city streets around the globe.
“Collaborations followed naturally, spanning Missoni to Diesel to Marc Jacobs: each one chosen for what it said, not what it sold. Proof that a parenting brand, built without compromise, could carry real cultural weight. Ultimately, strollers became a sign of culture.”
He explains that the Bugaboo partnered with Stella McCartney because the two brands have similar principles.
Challenging conventions
Bugaboo was born when design student named Max Barenburg saw parents were using were “outdated” strollers in the 90s, that didn’t fit into their lifestyles. For his graduation product he designed his own. Creating a new pram that was “modular, robust, built for any terrain, and unapologetically engineered for movement”.
“Max pushed the industry forward, similarly to how Stella McCartney pioneered sustainable, cruelty-free luxury in the fashion industry.”
When the brand was looking for a partner to collaborate with, they weren’t looking for a name but someone who “challenged conventions”.
He comments: “Stella McCartney is a pioneer in that sense: she’s spent her career proving conscious design and innovation aren’t at odds with style – her Falabella bag was the world’s first vegan ‘it bag’, and it’s still one of the most coveted bags on the market today.
“That’s precisely the thinking we’ve tried to bring to strollers. The timing mattered too. Bugaboo is in a strong growth phase, both within strollers and more broadly across the lifestyle and parenting space; this isn’t a defensive move, it’s a marker of momentum we’re already building on.”
According to Thierry, this collaboration with Stella McCartney is “more than just creating a collaboration or creating beautiful things”.
Sustainability was never a trend
The collaboration is about bringing a “sense of novelty” to the stroller space and allow parents to experience sustainably made strollers.
He says: “Stella McCartney has spent her career proving a conscious approach to fashion doesn’t have to mean anything less elevated, less desirable, or less fun, and that’s exactly the tension we wanted to bring into this collection.
“Sustainability is the red thread, and it’s part of both our brands’ DNA. Fabrics are crafted from recycled polyester made from plastic bottles and coloured using water-free dye technology, reducing reliance on virgin resources and minimising waste.”
Sustainability was never a trend for Bugaboo, and much like Stella McCartney, they were designing sustainably before the industry had a name for it.
He adds that Stella McCartney also brings something to the table that can’t be “manufactured”. Simply, she’s a mother. She brings with her the belief that being a parent doesn’t mean you have to lose your sense of individuality, sense of humour or personal style.
He shares: “That’s not a marketing angle for her; it comes from lived experience, and it shows in how specific and uncompromising she was about certain details.”
The collection was inspired by the belief that “modern parenthood is an extension of personal identity and self-expression”.
He says: “A stroller isn’t just a product; it facilitates how parents express themselves – similar to how fashion does.
“Parenthood itself is changing. Today’s parents are prioritising how things are made and what materials are used, they want to future-proof a life for future generations. Stella McCartney understood that instinctively, and it became one of the clearest points of connection between our two brands.”
“Craftsmanship isn’t decorative”
Success to Bugaboo is producing strollers sustainably, with luxury quality and customer satisfaction.
Thierry notes: “Doing right by the planet is built into how the products are made, not treated as a separate checkbox. We’ve also worked on functional innovations that make daily use genuinely better, including one new product we’ve never offered before.
“Balancing fashion and function meant bringing Stella’s codes into the product without ever giving up comfort, ease of use or performance.”
He adds that both brands value craftsmanship. For Bugaboo “craftsmanship isn’t decorative, it’s structural”.
Thierry explains that the collection sits at the highest end of its product line to reflect the fact it is a limited-edition offering and the work that had gone into creating it.
The line was inspired by a piece that is well known to any fashion lover, the Falabella bag. And Bugaboo made sure to keep sustainability at the heart of its design process.
Thierry says: “Sustainability is not treated as an additional feature; it is integrated from the outset. It shows up in materials, processes, and product longevity. It means that responsibility, innovation, and luxury can coexist without compromise.”
Bugaboo used materials crafted from recycled polyester and its hardware is made from a blend of bio-based materials and recycled aluminium.
He concludes: “Our goal is to build products that last, that get handed down, resold, and used again. When it comes to re-use parts can be repaired or replaced. We feel a Bugaboo stroller is meant to be passed on.”
“We want parents to look at their stroller the way they’d look at a piece they chose deliberately; like a luxury fashion piece because it reflects who they are, rather than something purely utilitarian.”
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