In Marseille, two designers are redefining a genre. It’s the triumphant return of the cuddly toy, and it’s bringing a bit of poetry and humor to a rough world. Intentionally regressive, chic and snuggly, the cuddly toys by Zü transport you to a dreamlike universe, while Anaïs, with just the right touch of caustic humor, will transform you into a dolly! It’s up to you to choose between the Angel or the Little Demon!

This time of year is all about being cozy, toys, dolls and other teddy bears. Under the Christmas tree or by the fire, grown-ups also have a right to snuggle up to something cuddly… in feathers and cotton!

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Culture and Fashion

Angel

Zü is a diminutive of Juliette, pronounced by a child. During her pregnancy, the graphic designer and future mom began designing decorations for her baby’s room, including cloud cushions and little Japanese-inspired animals in fresh colors with simple embroidery. Her creations are perfectly in step with Japanese kawaï culture, revisited in pastel tones. A seraph-like sweetness emanates from these little characters, and the orders have started coming in very quickly … for grown-ups! They’re adorning their sofas with personalized clouds, decorative birds, and deer. Eyes closed, a half-smile… it’s as if they’re meditating, inviting you to have more “zenit(h)ude.” With this Floating World in the living room, Christmas is sure to be harmonious!

By Sarah Carrière-Chardon - Photos Zü / Anaïs et Pedro - December 24, 2011

Or little Demon...

In the hands of Anaïs, who is also trained as a graphic designer and works as an assistant in an art gallery, the cuddly toys become anthropomorphized and take on different personalities. She custom sews and assembles the pieces according to the personality of the client. They send her a photo, a character trait or a particular sign, or a special piece of fabric, and in her dexterous hands, these take form as cushion-dolls, with a hint of South Park style. Yet again, the Japanese influence isn’t far off, but more so in her art-toy versions. The voodoo girl will catch you in her web and you’ll be tempted to have portraits made of the whole family. Don’t

forget the needles for your Mother-in-Law, should the occasion present itself… These hand-made toys have all the little details that make them unique and transform them into objects of desire. Expect to pay about 35 euros each to swap your old Winnie the Pooh for a brand new, arty creation!

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