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Pampers offers designer-brand diapers

High fashion for baby bottoms? Procter & Gamble launching Cynthia Rowley diaper collection

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.

Dallas-based competitor Kimberly-Clark Corp. last month launched U.S. sales of Huggies Jeans Diapers, giving babies' bottoms a denim style for the summer.

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