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Introducing Clever Design

We want you to feel gorgeous in our clothes. So we mix the art of designing for your changing shape, with the science of garment technology. We know that one or two smart buys can make all the difference. Those pieces that wash well and look as good in your third trimester as they do accessorised a year later with a baby on your hip. We’ve honed our handicraft. And learned 1,000 lessons in the 12 years since our first collection. There’s no mystery to what we do, but we always aim for magic. These are our design secrets…

We flatter your changing shape by:

Double-lining the back of dresses

By adding an extra layer, you can say ‘yes’ to a smoother silhouette and ‘see you later’ to less welcome VPLs. It's a simple trick that delivers so much extra confidence.

Designing longer lengths

Long line tops are always flattering, but in pregnancy they come into their own. And it gets better - they bring you more layered outfits to play with too. This season we’ve introduced foldover leggings with a genius skirt panel that sits in just the right place.

Using wrapping techniques

These designs are super-flattering, forever-fashionable and brilliant for nursing too. They also offer the most personal fit. Just adjust the ties to fit, with every single wear.

Championing draping

From tucks, pleats, knots or seams; we drape our soft, fluid fabrics. Some styles are sculpted bodycon styles that feature draping across the bump for a neater silhouette. Others are floatier empire line styles - like evening maxis – where the fabric falls beautifully over your bump with a little help from gravity.

And we're all about the secret details...

Crafting super-soft waistbands

Our soft signature waistbands don’t just make your favourite pre-pregnancy pieces bump-friendly – they’re kind to post-pregnant tums too.

Pioneering ruching

By gathering fabric at the seams, our soft stretch fabrics can grow with you. So you buy just one size and can enjoy a supportive ‘hugged in’ feeling thanks to the added density of the fabric.

Lending secret support

We love the hidden details that make daily life that little bit easier: inside adjusters create the perfect fit, internal bra strap loops prevent annoying bra slipping; and shelf bras give you extra support and a smoother shape.

Being nursing-friendly

Almost every piece in our main range is nursing-friendly thanks to thoughtful necklines, but our nursing collection takes everything a step further. Stretchy pull-down necklines miraculously ping back into place; internal layers add support and detachable clips at the shoulder allow for easy access during this special (but fiddly) time.