By combining fashion and practicality, manufacturer Huggies says parents only have to bother with one bottom layer for their children, instead of putting clothes over the nappies. But the company runs the risk of foisting fashion on youngsters and making them scrutinise their appearance at an ever younger age. It has also baffled many with its bizarre advertising campaign which shows onlookers going slack-jawed at the sight of a toddler clad in the denim diaper.

As the young boy walks through a street wearing nothing but the nappy and a white shirt, women peer over the sunglasses and a stunned man accidentally lets go of some balloons before the dubious slogan comes up on screen: “The coolest you’ll look pooping your pants”. The jean nappies are modified disposable Huggies Little Movers and cost £8 for 29, in three different sizes.

They are not actually denim but designed to look like jeans and are currently available in the US where they have been a huge success. A Huggies spokesman said: “Jeans have always been a Mommy fashion must-have, but now it’s time for their little ones to steal the style. Denim has always been a summer style staple, and the Huggies Jeans Diapers are no exception – they are a unique, fun and stylish way to make your little one the coolest and cutest around.”

Jean nappies were first launched in Israel in 2007 and have been a success in more than 20 countries around the world including Russia, South Korea, Mexico and Singapore.

Daily Mail

Vocabulary
denim – pamutvászon, munkásruha
nappy – pelenka
leakage – (át)szivárgás
scrutinise – alaposan megvizsgál
slack-jawed – szájtátva
diaper – pelenka (US)
toddler – tipegő kisgyerek
staple – árucikk