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Babes with Babies Q&A with Emily Thorne - Best maternity fashion brand 2014 - HIGHLY COMMENDED

We meet the sourcing specialist at Babes with Babies behind the 2014 Junior Design Award highly commended entry




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What is your name and job title?

Emily Thorne, sourcing specialist

Why, would you say, is it important to offer quality maternity fashion?

Practical yet gorgeous maternity wear requires attention to detail and an understanding of how important it is to feel both chic and comfortable. Our ranges are ingeniously designed to work with the reality of your body’s changes throughout pregnancy and breastfeeding. 

What are the top three ‘must-have’ items a mum-to-be needs in her wardrobe?

A gorgeous classic dress that can be dressed up for an eve out, or dressed down for daytime comfortable chic, such as Avalicious or Stella, some beautiful yet comfortable nightwear for visitors and night time feeding, Lauren, and finally a perfect cover up for changing hormonal temperatures, Poncho, which can be changed from a poncho to a shrug or scarf by fastening the buttons and is a great accessory for breastfeeding too.

What are the highlights of your autumn winter 2014 collection?

Our gorgeous winter knit poncho, the glamourous Isla dress, perfect for maternity and yet with breastfeeding access.  Bestseller now in new colours for AW14. Gorgeous Angel Islington jumper, perfect length for maternity and with the softness angora feel.  Also with breastfeeding access.

How important is it to keep up with changing fashion trends?

It is important for a pregnant and new mum to feel confident with her changing body.  It’s not so much about keeping up with fashion trends but finding clothing that works for you and makes you feel great about yourself.  Of course it must be super comfortable too!

Which pregnant celebrity would you love to see/have you seen wearing your brand and why?

Kate Winslett loved our Avalicious dress and we were of course delighted as Kate is such an icon, beautiful and classic

Where do you find design inspiration?

When designing our own label for Bb our focus is always; Everything at Bb is cut to hang beautifully, designed to flatter + perfect for the postnatal period. Investment pieces that will make you feel comfortable and chic.

What top tip could you give a nervous mum-to-be about dressing for body confidence during pregnancy?

Look for two or three key pieces that can be worn in various ways.  Try to choose classic pieces that can be dressed up with heels for a night our and yet dressed down with flats for daytime comfort.  A great pair of skinny jeans will work for evenings and daytime as will a classic dress.  Always best to pay a little for investment pieces that will see your right through into the 4th trimester, as long as you feel great in them.

Why did you enter the Junior Design Awards?

We were delighted and honoured to be a Junior Design Award winner in 2013 and will love to be able to show off our logo. It’s great to be able to get Bb products out to Junior readers, so many new and expectant mums need a little pampering and luxury.

What do you predict for the future of maternity fashion?

Maternity fashion will continue to evolve and allow pregnant mums to feel great and not frumpy!  For Spring Summer 2015, maternity fashion will be inspired by Princess Kate Middleton, classic, well cutfashion.  We also predict a fun, colourful summer with juicy colours in easy to wear, multi tasking dresses.

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