Fashionistas in (Potty) Training: Huggies Launches New Camo Diapers

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Kimberly-Clark Corporation/PR Newswire

It’s never too early to teach your baby about style.

Huggies has just introduced a camouflage diaper that will be sold at Walmart stores across the nation for the next three months.  And the military print is more than decorative: for every package of diapers purchased, the company plans to donate a diaper to a military family in need through their Every Little Bottom charitable initiative.

(MORE: Starting a Diaper Bank)

Huggies is capitalizing on a larger trend of introducing design elements beyond cartoon characters to diapers.  In 2010 they launched jean diapers, which were so successful – helping the company gain back market share it had lost to rival Pampers — that they were relaunched this spring.  Not to be outdone, Pampers collaborated with Cynthia Rowley on a pastel diaper line sold at Target last year, and currently has floral and argyle prints available.

Though it seems baffling to spend extra for a designer diaper that will soon be tossed in the trash, some trendy parents may be itching to outfit their precious little tykes in more than plain old white.  And the fashionable diapers will naturally reflect well on those who shell out the bucks for them.  “Babies don’t compliment each other on their diapers,” advertising psychologist Renee Fraser told USA Today.  “Moms do.”

MORE: Diapers Go Green

Allison Berry is a contributor at TIME.  You can continue the discussion on TIME’s Facebook page and on Twitter at @TIME.

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