You know as well as we do that pregnancy changes everything. Your body, your tastes in certain food; even the new excuses you use to go shopping (‘the bump told me to’, anyone?). It’s also a time when every purchase needs to prove itself. Not just because frivolous spending feels a little less excusable when you’re expecting, but also because a wave of new questions are thrown up like ‘will this outfit still make me feel like me?’ and ‘ how well will this wash?’ It’s for all these reasons that we created a brand based around a ‘9 months and beyond’ philosophy. Our ‘PAF system’ is designed to highlight the pieces in our collection that work through each phase of your pregnancy. PAF stands for: Pregnancy, After pregnancy and Forever. We like to call it ‘bump-o-nomics’, but you can just as easily call it ‘guilt-free shopping’. This is how it works... The key: P is for… ‘Pregnancy’ pieces that will help you look and feel good as you grow. A is for… ‘After’ pregnancy clothes that include nursing-friendly pregnancy pieces and those styles designed specifically for nursing . F is for… ‘Forever’ styles are those that are made to be worn for years after pregnancy. Most of our pieces are designed for pregnancy (with the exception of some ‘nursing only’ pieces), so you’ll most often find the letter P in conjunction with an A or F or, in many cases, both. Examples: P and A combinations are pieces we’ve designed specifically for pregnancy and nursing. So it’ll help you look good as you grow and feel comfortable while you nurse, like our bestselling nursing-friendly Zadie Maternity Jeans . Not only a real wardrobe essential, but thanks to the super-soft stretch waistband they’re also kind to post-pregnant tums: particularly useful while you’re recovering your natural shape. A refers to our specially designed nursing pieces, like our Laurel Nursing Slip which is made from a lightweight cotton jersey that’s kind to the skin and features a subtle double layered front detail for additional support. Some of these styles aren’t intended to be worn during pregnancy. P and F combinations are those pieces that work beautifully during pregnancy and are designed to be worn forever (sans bump), however they don’t lend themselves as easily to nursing. P, A and F combinations are the holy grail of the bump-o-nomics system and features the pieces you really don’t need an excuse to buy…These include all those big-hitting wardrobe classics, like our Maternity Tank (the perfectly fitting vest top), our Eldon Midi Dress (the essential jersey dress) and the Rosliston Jumpsuit (your dress up/dress down modern classic). We’ve crafted them all from our famously soft, premium jersey so on top of wanting to wear them forever, you really can because they wash and wear that well.