OiOi Baby bags are the brainchild of Lisa Bennetts. During her first pregnancy, the handbag designer found herself on the receiving end of a chorus of enthusiastic, identical instructions: "You need to get yourself a baby bag." To which she replied, "A baby bag?" recalls Bennetts, looking as if she has caught a whiff of soiled nappy. "What is that?" Unimpressed by the "patchwork, dotty and character-emblazoned bags" on offer, Bennetts adapted "a little black handbag" after her daughter, Isabella, was born in 1997 - a stylish idea soon defeated by the paraphernalia that newborns attract. "I needed to get organised," says Bennetts "but I wanted something very plain that my husband would feel comfortable carrying."
Her search resulted in another birth: the Classic Messenger bag, an "incognito" microfibre model. The design was the first in the new mum's range of OiOi baby bags - sassy satchels with not a fluffy bear in sight. "I tailored the designs for mothers like myself, with careers, having their first babies in their mid-30's, and in search of bags that reflected their style, not their baby's."