Twice a year the Baby’s Got Style team breathes in deep, calls in samples from our labels, draws up a shoot schedule, casts models, books a super star talented photographer and braces itself to shoot our advertising and marketing campaign lifestyle shots.

It’s a big task. Make that mammoth. And as you can imagine working with teenee tiny supermodels doesn’t make it much easier (oh the snacks! The naps! The tantrums and demands for mummy!).

Our winter photo shoot was our biggest ever and we were very lucky. Super lucky indeed. First up to be working with Maree Homer - photographer extraordinare. Seriously, Maree captured moments on film my eyes didn’t even see and has such a magical way with the children - she charmed them in front of the camera and they didn’t even see the lens coming at them.

Secondly we had a terrific bunch of models to work with. 9 kids under the age of 5 - all shot in the one day. Including a 6 week old and a set of two-year-old identical twins (who only spoke Swedish… and by some amazing fluke Maree’s assistant is from Sweden so was able to communicate our directions to them).

Thirdly we have to give big high fives to the mums (and a dad!) who were there with our little models. For bringing your kids to the studio in Camperdown (from all over Sydney and further) and for helping them get dressed, undressed, dressed again, undressed again and making it all seem like fun. And when it came time to shoot and we needed smiles - no one does it better than mummy (sorry and daddy too).

Special mentions go to the bubble blower and the honey tiny teddies. We couldn’t have done it without you!



Identical twins Adam and Alex, 2 years

No I don't want to sit down with my brother... what's that over there?!

You mean we can tear all of this paper up and make a massive mess and we won't get in trouble? Really? Ok!

I know. I know I'm a twin and my brother's meant to be wearing the koala version of this hooded towel next to me. What can I say? The guy's not a fan of koalas.

I think there's someone under here!

Oooh bubbles!!

Amelia, 18 months

Yes, I rather like this trolley and I would quite like to take it home with me please. Pretty please?

How strange. My feet appear to have duplicated and then tripled in size right next to me...hmmm

Hey lady that isn't my mum! Pick me up please!

Hey people - seriously, this bag is bigger than I am!

Hello? Anyone in there?

Grrrr I really love this look!

Yummy yum muesli bar. I'm so working this outfit. While snacking - what a multi tasker!

Laila, 6 weeks

I'm slightly concerned, where did my mum go? Mum. Mum!!!

Oh there you are!

Now, why did you let them dress me like a boy?

Mason, 4 years

This t-shirt is cool, but its postmodern Star Wars reference is completely lost on me. I've never seen that movie!

Rock like ACDC? Who? Oh the Wiggles, yeah ok I can do that!

Woo hoo, its mine!

Allegra, 11 months

What do you mean you don't have a walker I can use? Well this chair will have to do. Come on bunny - let's go for a walk.

Ok, two is too many. I don't know what to do with two.

Maeve, 5 years

Is this what you mean by a curtsy?

Big jump. Biggest jump ever!

Shake some booty!

Harmony, 5 years, and Ashlee, nearly 2 years

This bag is very cuddly. I like it!

And I call this pose - jazz hands on the wall

Psst....I'm pretty sure they're all watching us

I told you I really don't get out of bed for less than $10,000 a day

I'm quite tired now... yeah this will do for a nap

Ashlee this is my shot!

And just one more and I'm done!

That's a wrap? Yippee!

While we’re involved in lots of different charity projects, we’ve always wanted to sponsor a child on behalf of Baby’s Got Style. And this year - we’ve done it. Thanks to your ongoing support and loyalty we are able to sponsor gorgeous Kimleng Mom.

Kimleng is 6 years old and lives in Cambodia. Kimleng’s lives with her parents (who are both farmers) and she has a brother. Our sponsorship will ensure Kimleng’s community is trained in disaster management (particularly to cope with floods), will provide health and nutrition education, will provide vegetable seeds and pigs for sustainable food sources, training in improved rice farming techniques and the construction of toilets and provide clean water filters.

So much that we enjoy daily we take for granted - we don’t mean to but it’s a habit of living in such a happy, safe and truly rich (in so many ways) country.

If you’d like to sponsor a child or make a one off donation to World Vision go to www.worldvision.com.au

With your continued patronage we hope to do more than just sponsor one child… but it takes one step at a time and this is a big step forward for the community and family of Kimleng. We’ll keep you updated as to her progress! Thank you xo

Belinda Blooman, baobab


What's the story behind baobab (i.e. history)?
baobab started as a little seed planted with the birth of my daughter Anya and coming into being when she was about 2 and a 1/2. At the time I found it difficult to find very plain, simple clothing that was well made, cool looking and practical - meaning easy to dress, easy to wear, easy to wash and really soft to the touch. I was aiming to create a brand of 'everyday wear' that kids would love wearing and parents would feel good about as well. I was also determined to keep it at an accessible price point, while retaining its 'boutique' feel.

The name baobab comes from the African tree. I was born in Africa and have always had an affinity with the mystical baobab tree, or the 'tree of life'. It is a meeting place for villagers, provides shelter, water and food, and is said to have both magical and medicinal properties. It is also a play on the word 'baby' (and my initials bb).

baobab started small with all the range made locally, but the quality was not what I was after so we went offshore. We now have a wonderful manufacturer with factories in the north of China. They are renowned for their quality and are very kind to us when it comes to minimums.

What makes Baobab different from other kids fashion labels?
It's simplicity. The simple shapes, the intelligent graphic prints, the unisex feel to the clothing and the wonderful colour matched Japanese studs which we have used since the beginning and which we still use today.We also take pride in our beautiful photography both our flat lays and the image pix of children wearing baobab.

What inspires your designs?
My daughter and the children around me are a constant source of inspiration. As Anya grows I see her own individual style emerge and I design clothing that she loves to wear. I also love working on the boys range as boys are more fun in their taste for colours and graphics. From about 3 or 4 years old girls tend to develop a very set idea of what they like in the way and it can be more limiting.

I also find myself inspired by elements of nature or photography, a piece of furniture, an art exhibition I might have seen recently, a place I might have visited or some amazing obscure online site...

Any hints for us as to what we can expect from Baobab for winter 09?
We have developed a brilliant printed fabric for winter which comes in 3 different colourways. It's a mod, retro, circular repeated print that we call RACER. We have hoodies, dresses, leggings and bodysuits made from it and the styles have been tweaked and perfected and look really great. Perhaps a little more edgy than anything we have done before.

Do you have an all time favourite product?
I love the dresses (A-line, Raglan and Tank) as I see Anya (and all her gorgeous friends) in them all the time.... I love the fact that they are really just long, shaped tees but they look so stylish! I also adore the tuille skirts as they are a cross between dress-ups and real clothes...

What's been your most exciting/fulfilling/wonderful moment since launching Baobab?
There have been many - the first editorial we had published - a full page in Shop 4 Kids, a review on designmom.com, the first international sale we made to Japan (I am a complete Japan-o-phile.) Buying the business back from ex-partners last year was hugely liberating and gave me a true sense of fulfillment and ownership of something that had really been mine all along.

Are Baobab products available elsewhere in the world? If so, where?
baobab is now available in select stores in New Zealand, Singapore, Japan, Brunei, the UK, the USA, Canada and we just made our first sale to Spain recently. With the low AUD$ our international sales have increased and with our very efficient wholesale website, retailers from all over can log on and order as they need.

How would you describe your own personal style?
More relaxed than it used to be (less Prada & Yohji) I have a discrete, understated style made up of mainly jeans, tees, trainers and a long black dresses.

What can't you live without?
My daughter of course, also my face cream Idralia by Santa Maria Novella and my glasses. I am as blind as a bat.

As a child, what did you want to be when you grew up?
A ballet dancer, of course! I did ballet 6 days a week between 9 and 13.

What movie have you recently seen and loved, what book have you recently read and enjoyed and what food can you not get enough of right now?
The Wire - I have just seen all 5 series of the Wire on dvd and it is the most exquisite and intelligent drama ever made. I am mourning the loss, as it's over, and am about to start watching it all over again.

Am reading "Breath" by Tim Winton and loving its laid back Australian-ness.

Am having cravings for bok choy, tofu and salmon sashimi - and late in the evening I can't go without a (not so) tiny piece of dark Lindt chocolate.