Made in Italy
The parent bag made for decades, not just diapers.
A 3-in-1 convertible backpack. Shoulder bag. Crossbody. Crafted in Italy with technical materials. Minimal. Unisex. Launching soon.
Join the waitlistThe problem
The market has a gap.
The parent bag market is split in two. On one side, mass-market products designed around cartoon prints and quilted pastels. On the other, luxury houses selling monogrammed totes for thousands.
In between — where real design meets real functionality — there's almost nothing. Most parents compromise. They buy something they tolerate, carry it reluctantly, and quietly retire it after a year.
We think that's a problem worth solving.
The product
What we're making.
3-in-1 convertible
Backpack to shoulder bag to crossbody in seconds. One bag, three configurations, no compromises.
Made in Veneto, Italy
Crafted by a specialist workshop with over 50 years of experience. Structured, architectural, built to last.
Designed for comfort
Wide strap anchors, no chest hardware, smooth adjustability. Postpartum-tested ergonomics.
Technical materials
Water resistant, structured, durable. It should look like a premium travel backpack. Not a baby product.
The founder
Behind Vilanera.
Founded by Luca Fontani, who spent nearly a decade advising over 100 fashion brands through Grapefox, a growth consultancy for fashion companies. That experience revealed the gap.
Our production runs through Italy's Veneto region, where we work directly with a workshop that's been making bags for over 50 years.
Read our storyLimited first run
Be first.
Join the waitlist and get 10% off at launch. We'll share the process as we go.