The Procter & Gamble Co. is aiming to make disposable diapers fashionable.

Popular designer Cynthia Rowley has designed 11 styles of Pampers, including pastels, stripes, madras and ruffles.

P&G says they'll be offered in Target Corp. stores beginning in mid-July.

Jodi Allen, a P&G baby care vice president, says that diaper performance comes first, but parents consider the look important, too.

Pampers is the No. 1 worldwide brand in sales for the Cincinnati-based consumer products maker that also has Tide detergent, Crest toothpaste and other brands.

Dallas-based competitor Kimberly-Clark Corp. last month launched U.S. sales of Huggies Jeans Diapers, giving babies' bottoms a denim style for the summer.