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  • What's behind the fashionable baby boom?
  • What's behind the fashionable baby boom?
    Bugaboo (2015) ©
REPORT

Why today’s babies have it all

New mums are older than they’ve ever been. They’re also better off. With the 2.4 kids standard fading, are today’s babies being born into a lap of luxury where only the best will do? If so, how can brands align with this quality-not-quantity approach to family life?