We’ve been designing clothes for pregnant women for over 12 years. During that time we’ve developed new techniques and evolved classic techniques in order to create maternity styles that tick all those crucial boxes: comfort, versatility, cost-per-wear and – of course – style. We quizzed Head Designer Marina to find out more… What are the main techniques that you use? And why are they so important? Ruching is the way we gather fabric at the seams to allow our soft stretch fabrics to grow with you. It gives a garment more longevity because it fits you perfectly at every stage of your pregnancy. Lots of women love wearing our ruched pieces long after pregnancy too. Hilaria Baldwin was recently spotted styling up one of our tops a few months after she’d given birth. Ruching also creates that lovely supportive feeling of being ‘held in’, which all comes down to the added density of the doubled up fabric. Wrapping is a technique that’ll never fall out of fashion’s favour. It’s brilliant for nursing, which is why wrap styles are so good in terms of cost per wear during pregnancy. And it flatters a changing pregnancy figure because it ties at precisely the right place on your body. Unlike any other item or design technique, wrapping offers you real personal freedom. You can adjust it to fit you; every single time you wear it. Draping is a technique favoured by women who prefer a slightly more relaxed silhouette to bodycon, but still want a flattering fit. We use tucks, pleats or knots at the top of a draped style to tailor the drape of the fabric. This prevents you being left with a ‘tent-like’ shape. The result is a lovely fluid drape that falls effortlessly over your bump. What else do you consider when designing maternity clothes? There are so many considerations! Softness of the fabric against sensitive pregnant skin is extremely important – so we’re really particular about the hand-feel of our fabrics. Likewise, the durability of maternity clothes really matters when you remember that a woman wears her maternity clothes more frequently during her pregnancy than she will ever wear her non-maternity clothes outside of her pregnancy. That also ties neatly into the important idea of ‘cost per wear’. Modern women are really savvy about making the most of their non-maternity clothes work during pregnancy, so we only design pieces that are truly going to add something extra. We aim to make capsule, must-have pieces that are also timeless. If you become pregnant again three years after your first pregnancy then it’s great to be able to return to the pieces you wore the first time around knowing that they won’t feel dated or worn out. Take a simple LBD that works for work, dinner or an evening out and washes beautifully and you’ve got a real investment piece. How does designing for a pregnant figure differ from designing for a non-pregnant figure? Women’s bodies and mind-sets change in terms of the way they approach dressing when they’re pregnant. For example, women who favour laidback, looser silhouettes pre-pregnancy might develop a new and unexpected taste for bodycon styling during pregnancy – and vice versa. To allow for these changing tastes, we design options that cater for all. We want to give women clothes that still speak to her innate sense of style – clothes that can be dressed up or down. We think of it as ‘bring your own style’. To find out more about how we design for '9 months and beyond', be sure to explore our unique PAF system .