03/09/2026
Product development is rarely a straight line.
There are samples that look promising, plans that change overnight, and moments when the only honest decision is to start again.
That can be frustrating, expensive and inconvenient. But launching something we don’t fully believe in would cost far more.
This maternity range is being built around how women’s bodies actually change, not how a design looks on paper. Every adjustment brings us closer to creating something that can genuinely support women through pregnancy, feeding and beyond.
Progress doesn’t always look polished. Sometimes, it looks like going back to the beginning and doing it properly.