The Problem

The parent bag market is split between mass-market baby products and luxury houses selling monogrammed totes for €2,000+. In between, where real design meets real functionality, there's almost nothing. Most parents compromise, buy something they tolerate, and retire it quietly after a year.

What We Make

Vilanera makes structured, architectural parent bags. Our first product is a premium technical backpack, made in Italy's Veneto region by a specialist workshop with over 50 years of bag manufacturing experience.

Backpack-first silhouette. Convertible to crossbody via removable strap and short top handles. Designed for postpartum comfort: wide strap anchors, no central chest hardware, smooth adjustability. The shape holds whether the bag is full or half-empty.

Technical materials selected for water resistance, structure, and durability. Custom brushed silver hardware with engraved branding. Easy-clean lining. Gender-neutral. Maximum restraint, no feature overload.

It should look like a premium technical travel backpack. Not a baby product.

How We Work

The brand's founder, Luca Fontani, has spent nearly a decade advising fashion brands through Grapefox, a growth consultancy working exclusively with fashion companies. Over 100 brands across strategy, marketing, and operations. That experience is what identified the gap.

On the production side, Luca is a shareholder in Italian Artisan, one of Italy's leading Made in Italy manufacturing platforms. Material selection, quality control, and product development are managed directly by our team. When we say "made in Italy," we mean it.

Who It's For

Parents who care about what they carry. We don't make baby products. We make bags for adults who happen to have children.