M+ Home : Inside the Etta Loves x Liberty Collaboration Redefining Baby Essentials

As a mother of two, I’ve lost count of how many muslins, blankets, and playmats have passed through my home. Most of them did their job, but very few felt special enough to keep. Which is why when I first discovered Etta Loves, I was genuinely impressed: here was a brand that understood that baby essentials could be both beautiful and purposeful.

Founded by Jen Fuller in 2016, Etta Loves was born from the simple idea that the things we use every day with our babies — the muslin you drape over your shoulder, the blanket that ends up everywhere, the playmat that lives in the centre of your living room — could be designed to nurture babies’ development from day one.

Working with vision experts, the brand creates prints that are scientifically developed to stimulate little eyes and brains in those crucial first months. In other words, everyday items become a sensory experience without compromising on design.

And now, in one of those genius collaborations, Etta Loves has partnered with Liberty. Yes, that Liberty: the 150-year-old London institution synonymous with heritage prints, eccentric British design, and textiles that are instantly recognisable.

The limited-edition Etta Loves x Liberty collection takes two archival Liberty prints — Wharfedale Meadow and Fairford Shadow — and reimagines them through the eyes of a baby. The results are exquisite.

Wharfedale Meadow, a joyful wildflower scene, has been adapted to create high-contrast details that capture a baby’s developing vision, while Fairford Shadow, a 1930s floral, has been reworked to offer calm, focus, and subtle stimulation.

What I love most about this collaboration is how it straddles the line between parenting practicality and pure indulgence. These are products that work hard — playmats, muslins, sensory strips, blankets — but they also look like they belong in a home where design is cherished.

Fuller puts it perfectly: “This collaboration is all about dual purpose. Every item not only nurtures babies’ development but also looks stunning in the home.”

Ultimately, the collaboration feels like more than just a pretty pairing. It’s about giving babies their first ‘art gallery’ experience at home, wrapping developmental science in design heritage, and creating products that parents will love as much as their children do.

Shop the Etta Loves x Liberty collection here.