Stella McCartney and pushchair brand Bugaboo unveil multi-year partnership

British fashion house Stella McCartney has partnered with premium pushchair brand Bugaboo on a special-edition collection launching globally in September 2026.

The agreement marks the start of a multi-year partnership focused on parenting products that combine fashion, functionality and lower-impact materials.

It is Bugaboo’s first major collaboration in more than 10 years, following previous projects with fashion brands including Missoni and Kith. The Amsterdam-founded company expects the partnership to strengthen its position among design-conscious parents while extending its reach within fashion and culture.

Stella McCartney said: “As a mother, I want the things I design to reflect the world I want to build. Working with Bugaboo felt completely natural, as it’s a brand that shares our commitment to innovation and responsibility.

“This collection is for every mum who wants to bring her own individuality and playfulness into parenthood.”

Lower-impact materials support the collection

The companies said the collection will use recycled polyester fabrics made from plastic bottles, water-free dye technology, recycled aluminium and bio-based materials. The materials are intended to reduce environmental impact while maintaining product quality and performance.

Responsible materials have long been central to Stella McCartney’s brand positioning. In May, the latest H&M collaboration included recycled content, organic cotton and wool that was certified to the Responsible Wool Standard, plus coated materials made using industrial corn and recycled vegetable oil.

The fashion house also recently announced a new licensing partnership for the development, production and distribution of Stella McCartney Kids with Altana, which also develops kidswear for Moschino, CP Company and Paul & Shark. That licensing partnership covers the childrenswear line’s production chain while keeping design under Stella McCartney’s in-house team.

Bugaboo targets a new generation of parents

Founded in Amsterdam, Bugaboo built its premium position around engineering-led pushchairs and design. The Stella McCartney deal forms part of a wider strategy to develop collaborations and link parenting products more closely with personal style.

Adriaan Thierry, CEO of Bugaboo, said modern parents expect their purchases to reflect both their design preferences and values.

“Stella has transformed expectations around luxury fashion and responsible design, while Bugaboo has spent more than two decades redefining mobility for parents through category-leading innovation,” he said.

“By combining Stella McCartney’s distinctive creative perspective with Bugaboo’s heritage of purposeful design and engineering excellence, we’ve created a collection that speaks to a new generation of parents who refuse to choose between performance, style and values.”

The collaboration gives Stella McCartney a route into the parenting category beyond childrenswear, while providing Bugaboo with access to the designer’s global fashion audience. The first products from the partnership will become available worldwide in September 2026.