We’re a London-based brand of women (and mums) designing clothes that LOVE, COMFORT and SUPPORT you through pregnancy and beyond. We know that as well as your body, your sense of self and style changes during pregnancy. So we design styles that feel like YOU. We also believe in clothes that feel personal. Our very personal story started when our founder, Baukjen de Swaan Arons, fell pregnant 13 years ago. After her confidence was knocked off-kilter, she set out to bring women maternity clothes that reflected the special nature of pregnancy. Pieces to feel truly confident and gorgeous in. Since then, we’ve dressed over 1 million stylish bumps. And become famous for our flattering fits, exceptional fabrics and clever design details.
Here's where our focus lies…
We think smart and ‘forever’. We combine exceptional fabrics with detail-driven design techniques - like subtle ruching and wrapping. Our clothes don’t just make you feel comfortable and look gorgeous, they’ll stay around too.
We know you don’t have hours to dress in the mornings, so we create effortless outfits for you. Prints are pared-back, colour palettes are subtle and every piece must pass our ‘can I wear this 100 times?’ test.
The thing about pregnancy is…your body and tastes constantly change. Many women prefer understated bump-skimming styles in the earlier stages, but love figure-hugging bodycon in the final trimester. Whatever your preference, we design shapes that fit you perfectly, in fabrics that grow as you do.
We source the finest quality fabrics. The ones that are kind to sensitive skin, wash well and flatter you completely – at every stage of pregnancy. While you look after your bump, our clothes look after you.