Olivia Culpo launches Picolette baby brand inspired by her 1st year of motherhood
As Olivia Culpo prepares to welcome her second child with husband Christian McCaffrey, the entrepreneur and model is marking another major milestone: the launch of her first baby collection.
Called Picolette, the Target-exclusive line was inspired by Culpo's first year as a mom and named after her daughter, Colette, who is approaching her first birthday.
The 60-piece collection includes baby apparel, accessories, mealtime essentials, keepsakes and milestone gifts, with prices starting at $4.99. Most items retail for $18 or less.
"When I became a mom, I realized I wasn't just shopping for clothes or baby essentials. I was shopping for memories," Culpo told "Good Morning America." "Every little outfit somehow became attached to a milestone -- the first smile, the first trip to grandma's house, lazy mornings at home, birthday celebrations."
Speaking about her collection, she added, "I wanted pieces that felt timeless and beautiful enough for those moments, but also soft, practical and made for real life."
Designed by a mom, for real family life
Rather than creating products based solely on aesthetics, Culpo said every item in her Picolette line was inspired by experiences she had during her daughter's first year.
"The bibs came from messy mealtimes. The milestone and birthday pieces came from wanting something that felt special enough to save forever, but comfortable enough for a baby to actually wear," she said. "Nothing was designed just because it looked pretty. Every piece had to earn its place in a real family's everyday life."
The collection includes baby clothing featuring classic prints like toile and gingham, plush toys, books, diaper bags, feeding accessories, and a first birthday assortment with sweaters, bodysuits, birthday crowns and keepsake books.
Many pieces also include thoughtful functional details, including simplified fasteners for easier diaper changes, silent closures designed to avoid waking babies, and feeding essentials like silicone sippy cups and long-sleeved bibs.
Making meaningful moments more accessible
Keeping the collection affordable was one of Culpo's top priorities.
"I didn't think beautiful design should have to come with a luxury price tag," she said. "That really became the heart of Picolette. Thoughtful pieces that families can actually live in and create memories with."
Culpo said she wanted families to be able to celebrate everyday milestones without feeling like they had to splurge.
"At the end of the day, Picolette is about celebrating the small moments that will one day mean the most," she said. "If Picolette gets to play even the smallest part in those memories for another family, that is truly the greatest honor."
Preparing for life with 2 little ones
As she gets ready to become a mom of two children under 2, Culpo said she's learning that some things can't be planned.
"Everyone laughs when I ask because the answer is always, 'You can't really prepare,'" she said. "The advice I hear most is to give yourself grace and not expect perfection. Every family finds its rhythm, and it doesn't have to happen overnight."
For now, she's focused on slowing down before her family's next chapter begins.
"I'm trying to be intentional about putting my phone down and just being present," Culpo said. "It's easy to get caught up thinking about everything that's coming next, the launch, the new baby, work. I've really been reminding myself that this season is something I'll never get back."
Check out some of the standout pieces from the collection below!
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Picolette by Olivia Culpo Baby Boys' 2pc First Birthday Overalls Set - Blue/Ivory 9M
- $18
- Target
