The luxury pram, or "bougie buggy," has become a status symbol among a new generation of parents, reported The Guardian's Linda Rodriguez McRobbie.
Buggies previously addressed parents' affordability and safety concerns, she said.
"But the new generation of buggies appealed to a deeper existential anxiety in modern parents: 'Who am I going to be after this baby comes?'" Rodriguez McRobbie wrote. "The answer, these objects said, was that you'd be the same person you always were, the kind of person who is interested in design, travel, style — albeit with a new and much needier co-pilot."
She credits Bugaboo for spurring the rise of this "practical luxury." Along with its competitors, the brand has become an "emblem of a new kind of parent," she wrote.
Celebrities like Gwyneth Paltrow have been spotted with the Bugaboo — products range from $799 to $1,905 — and Kate Middleton has been seen pushing Prince George and Prince Charlotte in Silver Cross prams, which can cost as much as $2,276.