Amoralia is the brainchild of Jules Fossett. An ex-advertising strategist, she was struck by the obvious gap in the market and bewildered by the total lack of stylish maternity lingerie. Spurred on by the pleas from her pregnant sisters, colleagues and friends, the idea took hold and Amoralia became a reality.
Our designer, formerly at some of the UK’s hottest designer brands has just had a little girl and has therefore designed a range that is not only glamorous but supportive, practical and seriously comfortable too.
After researching, testing and tweaking, speaking to experienced midwives and dozens of pregnant and breastfeeding women we’ve tried to solve the issues that repeatedly came up: invisible nursing clips, pretty straps, breast pad holders, briefs cut to flatter larger bottoms.
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