We caught up with Bas at the World Fashion Centre in Amsterdam to talk about everything from the original collaboration to the inspiration behind the latest Bugaboo by Bas limited-edition design and the importance of honouring connectivity in life and work.
Take us back to that first collaboration in 2005. How did it all come about?
I couldn’t believe I was chosen by Bugaboo because my aesthetic was very playful but also very wild. It kind of took me by surprise, and I was thinking ‘is this happening to ME?’
As a young creative in the art and fashion world, how did you feel about working with a pushchair brand?
It never even occurred to me that it could be uncool to work with a pushchair brand. It is funny because my world is really playful, not childish but playful, and it takes a lot of visual inspiration from my own youth and memories, and from vintage imagery of child’s play. So although sometimes my expressions are not really appropriate for little ears, I do think that my aesthetic is very applicable to the world of children!
Can you tell us more about how that first collaboration went?
This was just a mind-blowing experience because it was, until then, one of the biggest things I had ever done. I made a concept folder with some inspirational imagery which was all about the bond and support a child needs growing up. I wanted to use the pushchair as a blank canvas so that’s why we made the pushchair all white. I didn’t have the space to paint all the pushchairs so I ended up here (World Fashion Centre, Amsterdam) in a friend’s studio to paint them all and it was a pretty big production line. Everything was painted white including the frames and the wheels. I would transfer the images with tracing paper onto the strollers and I would hand-paint them.
I was very happy and surprised that I was able to be involved in everything — in designing the campaign and thinking about the art direction. It was just really open, no questions asked, no problems, nothing to stand in my way. It was just fantastic, it really has been one of the biggest moments in shaping me as a maker so that is just so valuable.