SM Department Store Launches Fashion Line for Babies

Staying true to its tagline “We got it all for you,” SM Department Store adds another feather to its cap with the launch of SM Babies. Although the line has been around for a while under SM Kids' Fashion, SM wanted to give it its own identity and focus on a complete line of apparel that caters specifically to children up to two years of age.

To celebrate this milestone, the same team behind SM Kids' Fashion put together a photo exhibit called “Special Moments” at the Manila Peninsula Conservatory. Pilar Tuason, one of the country's most sought-after photographers, shot 14 of Metro Manila's loveliest moms and their little bundles of joy.

“Special Moments” is composed of four different categories that highlights the bond between mother and child—bedtime, playtime, baptismal, and party time.

Bedtime is a time for lullabies, stories, and cuddling. A quiet time for hugs, goodnight kisses, and sweet dreams. Tucking babies into bed and watching them drift off to dreamland is the perfect way to end the day. From onesies to pajamas to mittens and booties, SM Babies' sleepwear collection keeps the little ones warm and toasty throughout the night.

Angela Yeo, make-up artist, says of her daughter, "Helena and I love snuggling, cuddling, and tickling each other before bedtime. Seeing her biggest smile while laughing out loud is just adorable and priceless.”

First time to sit up, first few wobbly steps, first words - playtime is when some of a baby's milestones happen. These treasured moments between naps and meals strengthen the bond between mother and child. With its selection of stylish, lightweight, and comfortable everyday ensembles, SM Babies makes playtime extra fun for the active little tykes.

Radio jock Delamar Arias tells us an anecdote about her lovable toddler Cooper: “I was giving Cooper a bath one night when he looked at me, touched my arm, and said 'mama.' He's been able to say that before but never addressing me. I thought nothing of it but then, he does it again two more times while looking at me in the eyes. I love that moment because it was the first time I had a name and he knew who I was - his Mama. I think when you become a mom, you feel love in a magnified way. I thought I knew love until I had Cooper and then suddenly there's one huge room in my heart that could occupy so much love.”

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A name is chosen, godparents are selected, and a beautiful baptismal gown is hand-picked. Marking the start of a baby's journey in life, a child's baptism is a once-in-a-lifetime event where family and friends gather to welcome the little angel into the world. For these solemn moments, SM Babies carries hand-embroidered garments that are worthy of becoming family heirlooms to keep forever.

Model Georgia Schulze-del Rosario says, "Little Katia is my third daughter. From the day she was born, she was an easy baby and as soon as her first smile appeared, it almost never left her face. I'm so blessed with all my girls, the love that weaves its way through each of them is immeasurable and they truly make me a better woman everyday."

Be it a birthday or another special occasion, party time is always a fun time for mommy and baby. Getting ready for a celebration means moms get to dress up their adorable bundles of joy and show them off for everyone to see. Whether it’s fluffy tulle dresses for baby girls or formal overalls for boys, your little darling is all dressed up and ready to party with SM Babies.

Actress Andi Eigenmann says she just loves to dress up her baby Elle, and “Whenever I get to have a full day to myself and take my daughter out is most special to me. With my busy schedule, I get to focus on just her completely. I get to see her play and smile and laugh, which helps me get a glimpse of who or what kind of girl she'll become. Those are always the most special moments because there's nothing I want more for my daughter than to grow up a happy and contented person.”

“Whether it's putting a baby to sleep or getting dressed up for a party, it's those everyday moments that usually make for the fondest memories,” shares Jo Dy Juanco, Vice President of SM Kids' Fashion. “We want to capture the tenderness of those moments, which is exactly what everyone will see when they look at the photographs.”

The photo exhibit also includes society moms Marta Araneta, Isabel Olondriz, Maia Martirez-Hing, and Grace Barbers-Baja, as well as sisters Emillie Montenegro-Yupangco and Rose Montenegro-Boonpongsa. Blogger Tin Dychiao, designer Rosanna Ocampo-Rodriguez, former TV personality Nicole Hernandez-de los Angeles and Magazine Editor Juana Manahan-Yupangco are also featured in the gallery.

SM Babies is available in all SM Department Stores nationwide. For more details, visit their Facebook page.