Designer diapers for the fashionable

The Procter &Gamble Co. is aiming to make disposable diapers fashionable.

Popular designer Cynthia Rowley has designed 11 styles of Pampers, including pastels, stripes, madras and ruffles.

P&G said Wednesday they’ll be offered in Target Corp. stores beginning in mid-July.

Jodi Allen, a P&G baby care vice president, says in a statement that diaper performance comes first, but parents consider the look important, too.

Prettier diapers will be pricier. A pack of about two dozen of the toddler-size diapers will have a suggested retail price of $15.99, about $6 above plainer versions.

Pampers is the No. 1 worldwide brand in sales for the Cincinnati-based consumer products maker that also has Tide detergent, Crest toothpaste and other brands.

Associated Press