Babu, the UK’s first rental subscription service focusing exclusively on designer baby and kids fashion is set to launch on 1 June. Designed for age 0-4 boys and girls, Babu offers monthly drops of 10-15 carefully curated luxury pieces ranging from casualwear and partywear to outerwear, to be enjoyed for four weeks before being replaced with a brand new edit.

Babu is working with well-known stylists and mum influencers including Gayle Rinkoff, Louise Roe and Mary Charteris, to curate these monthly capsule collections - offering a ‘personal shopping for your child’ style experience - and to promote an ethos of feel-good, planet-friendly luxury. Each collection is made up of current and past season pieces from Babu’s exclusive roster of brand partners, who include Balmain, Caramel, Emilio Pucci, Gant, Il Gufo, Roberto Cavalli, Stella McCartney, Tartine et Chocolat, Tommy Hilfiger and more, with partnerships founded on shared quality and sustainability values.

Babu aims for garments to be rented an average of 12 times: all are cleaned and disinfected in-house upon each return using a proprietary state-of-the-art eco-friendly cleaning system. The process includes wet cleaning and ozone technology which delivers a better quality clean that is kinder to skin, clothes and the environment, all run on 100% green energy.

To celebrate their launch, Babu is offering 50% off the first four weeks’ subscription for their first 100 customers.