Anne Geddes introduces the pure Singlet™ to America

THE MUST-HAVE BABY GARMENT FOR CARING MUMS
"DOWN UNDER" NOW FEATURED IN ANNE’S NEW
LUXURIOUSLY SOFT LAYETTE COLLECTION

Anne Geddes pure™

A touch of extra comfort, from Anne’s new baby-soft layette made from 100% pure, 100% natural fibers, so gentle for your newborn and the environment

Sydney, May 22, 2009 – Anne Geddes, the award-winning Australian photographer who reinvented children’s portraiture with her fresh vision, will transform baby layette in America this fall when she introduces us to the best-kept baby secret from "down under," a must-have garment called the pure Singlet™. Anne’s whisper-soft design creates a comforting, gentle layer beneath baby’s outer clothing, one-pieces, tops, or pajamas; her classic 'Singlet' is a nurturing, newborn-perfect top that protects baby’s chest area from chill and supplies a soothing layer in the cooler weather. It can be worn by itself on warmer days. Made of beautiful organic cotton, Anne’s softly luxurious pure Singlet™ was inspired by the singlets worn by every Australian and New Zealand newborn—an essential purchase for all caring mums.

The 'Singlet' is a featured offering from Anne’s latest clothing collection, pure™, in which classic layette garments of the finest of natural fibers are combined with innovative design elements. Made of 100% natural fibers, including certified organic cotton, superfine merino wool, cotton muslin, and delicate cotton lawn, Anne Geddes pure™ is made in New Zealand. The collection will be available in Fall 2009 in limited quantities exclusively at the Anne Geddes flagship store located in the Downtown Disney® District in Anaheim, California, and online at www.annegeddes.com.
"The Anne Geddes Baby clothing collection was designed from my personal experiences as both a mother, and a photographer," said Anne Geddes. "I have had hundreds of beautiful babies pass through my studio and had the opportunity to talk to so many mothers about what they would like in clothing for their newborn. So many have commented on wanting natural, organic garments that are baby-safe and comfortable. My new pure collection embodies my deeply held belief that we must protect, nurture, and love all our children, and give them our very best, now and into the future. There is never a time when a baby does not deserve the very best that we can give. pure features only natural fibers, making the collection kind to newborn skin and to the environment."
A lovely, baby-soft collection of essential layette garments for our precious newborns, in a naturally hued palette of warm whites and creams, Anne Geddes pure™ is offered as individual items or as a beautiful gift set for either a girl or a boy. When purchased as a set, the collection arrives in a divine soft muslin and fine cotton lawn envelope. The pure™ collection includes the:

• pure Singlet™ – A favorite must-have for babies "down under" that Anne is pleased to share with North American "mums," this undergarment features Anne’s sweet newborn print at the front and soft muslin detail;
• Cotton Lawn Gown & Petticoat Set – This gorgeous classic gown shows Anne’s sleeping infant print on the chest and a hint of muslin peeps from under the hem; the petticoat has delicate shell buttons on each shoulder; a lovely satin embroidered scalloped edge finishes both garments;
• Cotton Lawn One-piece – The classic baby boy’s outfit, made from 100% cotton lawn, accented with muslin at the cuffs, ankles, and chest; with Anne’s charming newborn illustration on front and a satin-ribbon tie at back;
• New Zealand Merino Hat – Pure and natural New Zealand-made merino wool combines with lightweight, open-weave muslin in this delightful hat, perfect for baby in every season;
• New Zealand Merino Booties – Lined in 100% cotton lawn with an outer layer of lightweight merino wool, these super-soft booties tie with a satin drawstring ribbon at the ankle, and show Anne’s sweetest baby print on top;
• New Zealand Merino Cardigan – A wonderful cardigan for baby’s homecoming from the hospital, with a curved front opening, a single wooden button closure, and Anne’s newborn illustration nestled on the front panel of this New Zealand merino wool and soft muslin combination;
• Organic Cotton Leggings – These soft footless leggings are made from certified organic cotton, finished with muslin trim at the ankle, and feature a small muslin pocket on the front, embellished with Anne’s sweet baby illustration "curled" inside; a soft fold-over waistband is gentle over baby’s tummy;
• Organic Cotton One-piece – Perfect for everyday, the Anne Geddes pure one-piece is made from certified organic cotton, and features a sweet little muslin pocket on front, with a soft muslin trim at the cuff and ankle and natural wooden button closures at the pant legs and neck for easy dressing;
• Baby Muslin Wrap – The ultimate in comfort for baby, this soft wrap is made from layers of 100% cotton lawn and muslin, with Anne’s gorgeous baby illustration placed subtly behind a muslin layer;
• Baby Muslin Washcloth – Layers of 100% cotton lawn and muslin make this washcloth perfect for the wonderful bath time ritual of nurturing and bonding; trimmed with cotton, it will be the cloth every mother desires for baby’s soft skin.

Anne is enjoying photographing tiny newborns dressed in her new pure™ range. "It has been a wonderful experience," she says. "The babies are so comfortable, and the neutral tones enhance the natural beauty and purity of each and every baby that I am privileged enough to welcome into my studio."

The Anne Geddes pure™ collection is available initially for newborns. The Girl’s Set includes the Anne Geddes pure Singlet™, Cotton Lawn Gown & Petticoat Set, New Zealand Merino Hat & Booties, New Zealand Merino Cardigan, Organic Cotton One-piece, Organic Cotton Leggings, Baby Muslin Wrap and Baby Muslin Washcloth; the Boy’s Set contains the Anne Geddes pure Singlet™, Cotton Lawn One-Piece, New Zealand Merino Hat & Booties, New Zealand Merino Cardigan, Organic Cotton One-piece, Organic Cotton Leggings, Baby Muslin Wrap and Baby Muslin Washcloth. All items may be purchased separately. All offerings in the Anne Geddes pure™ layette are made in New Zealand.

About Anne Geddes

One of the world’s most respected photographers, and a multiple New York Times and internationally bestselling author, Anne Geddes creates images that are iconic, award winning, and beloved. Capturing the beauty, purity, vulnerability, and preciousness of children, her imagery embodies her deeply held belief that every child must be protected, nurtured, and loved. Reflecting this belief, Anne Geddes and her husband, Kel, are committed to "giving back" and honoring the preciousness of children. That is why, since 1992, designated funds have been donated through the non-profit Geddes Philanthropic Trust to help prevent child abuse and neglect.
Anne Geddes’ images have been published in 83 countries, and been featured in her books that have sold more than 18 million copies worldwide and been translated into 24 languages. Her clothing collection, Anne Geddes Baby, was launched in 2001. For more information, please visit her website at www.annegeddes.com or the flagship Anne Geddes retail store located in the Downtown Disney© District, in Anaheim, California.