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OiOi Baby bags are the brainchild of Lisa Bennetts, who was unimpressed by the "patchwork, dotty and character-emblazoned bags" on offer for new moms. She adapted "a little black handbag" after her daughter, Isabella, was born in 1997 - a stylish idea soon defeated by the paraphernalia that newborns attract. "I needed to get organised," says Bennetts "but I wanted something very plain that my husband would feel comfortable carrying." The result is a range of baby bags whose fans include Lisa McCune, Rachel Griffiths, Kylie Minogue, Rove McManus & Cate Blanchett, who calls the bag a "godsend".