Fashion and auto brands are often the height of fashion and are increasingly applying that style to baby strollers.

A significant portion of licensing in the business can be found in luxury goods where a Gucci or Dior stroller, made by Inglesina, can fetch upwards of $7,700.

They are being joined upscale auto brands where British supplier Silver Cross (which first sold an Ashton-Martin model in 2013 before being replaced by BabyStyle’s Egg brand) is fielding a Lamborghini model(£4,000.00). U.S.-based Nuna is countering with a BMW version ($1,000) that’s being sold through Nordstrom and Williams-Sonoma’s Pottery Barns Kids in the U.S.

Whether babies and infants appreciate their fast-forward surroundings isn’t easy to discern – but for some parents, strollers are an extension of their brand preferences. That includes Japanese streetwear designer Verdy, who licensed German baby gear supplier Cybex for a model under his “Girls Don’t Cry” label. Then there is A Bathing Ape (BAPE) brand thathas collaborated with Japanese supplier AirBuggy on a new model(¥104,500).

“The market for specialized, flex-worthy strollers is surprisingly expansive,” a retail executive said. “Streetwear designers like Verdy and BAPE have created their own patterned carriages that demonstrate demand for head-turning strollers exists at all price points.”

In addition to trading on the brand name, many of the models employ catchphrases and features more typically found with fashion and auto brands.

In the case of Lamborghini, which is represented by the Global Icons agency, that means high-performance suede with Italian leather details, polycarbonate carry cot, full suspension wheels, and a cup holder. That is in addition to the company’s bull-and-shield logo, which is incorporated throughout. Production was limited to 500 models, creating demand that is standard for high-end auto brands. Even more mainstream brands like Newell Brands’ Graco label, which tops out at $499, calls out a 3-in-1 design that allows it to be an infant car seat carrier, convertible flat or upright seat and a toddler stroller.

“It may be the heritage that appeals to the consumers or the implied prestige that comes with the product,” a licensing executive said. “Premium strollers may seem like an unusual luxury indulgence compared to skate shoes or a Gucci bag, but they also offer utility to carry children.”

Yet the luxury strollers, by definition, are deployed for a brief period and are for babies/infants up to 27 pounds. Car dealers don’t typically carry the strollers at their locations, preferring instead to order them on demand from suppliers.

However, like any luxury product, there is a resale and restoration market for the high-end strollers.

Silver Cross’ Balmoral strollers have long been a favorite of the British royal family and caught the fancy via social of influencers and luxury brand fans. TikTok is replete with consumers showing off their restored Balmoral and other models. And a business, Prams with Pizzazz, even offers a service in the UK that has restored thousands of models and keeps 300 units in stock at a warehouse in Scotland that ships internationally and can sell for more than $3,000. The strollers were advertised alongside a Rolls-Royce in posters in 1940s and 1950s.

“They call it [Balmoral] the Rolls-Royce of strollers, and they’re not kidding — it’s massive,” Savannah Egan told The New York Times of loading an 80-pound carriage into her car. “And it’s definitely not user-friendly, but it’s beautiful.”