WINNER OF BEST MATERNITY/BREAST FEEDING BRAND: GOLD
WHAT: Breastfeeding and Maternity Wear
WHY: At last. Seeing the Bump&Milk collection really was one of those moments when you feel someone has finally understood and managed to articulate exactly what fashion conscious, breastfeeding women want to wear. Our panel loved the gorgeous cuts and fabrics used to create these breastfeeding/maternity dresses that look incredibly stylish in their own right but are also cut to flatter bumps and make breastfeeding incredibly easy, comfy and discreet. Subtle diagonal zips, cleverly concealed in seams, make accessing those bosoms a doddle, while flattering dropped or elasticated waists mean comfort is guaranteed. Styles to suit chic minimalists as well as those who love puffed sleeves and vintage inspired prints were equally admired and everyone felt these dresses would be enjoyed well after the maternity journey ended.
WINNER OF BEST MATERNITY/BREAST FEEDING BRAND: SILVER
WHO: Natal Active
WHAT: Stylish Activewear for mums and mums-to-be
WHY: Our judges were super impressed with this dedicated active-wear brand, developed specifically for pregnancy, post-natal and beyond and felt that it filled a genuine gap in the market. We all felt the quality of this range was fantastic and the thought that had gone into every single piece was a joy to see. From the wide, elasticated straps on the maternity sports bras to the dropped waists on leggings and shorts to ensure no rubbing on c-section scars, this cool, stylish activewear collection really understood what active mums need. Hidden zips in all the tops, allowing for easy and discreet breastfeeding were also much applauded as were the brand’s fantastic charity initiatives. These included sewing life saving messages inside their leggings from charity Kicks Count to encourage mums to monitor their babies’ movements and a Coppafeel label in bras to remind wearers to regularly check their breasts. On top of all this, the brand has also launched a scheme that allows customers to sell back their pre-loved Natal Active gear, which is then resold, raising valuable funds for Women’s Aid, as domestic abuse is often triggered or exacerbated by pregnancy. Fantastic work Natal Active!
WHERE: Natal Active
WINNER OF BEST MATERNITY/BREAST FEEDING BRAND: BRONZE
WHO: Juno Jack’s
WHAT: Breastfeeding friendly fashion brand
WHY: Our judges really loved this collection of high quality separates that make breastfeeding a more relaxed experience with a touch of fun. Fluid dresses with easy-on-the-eye prints felt like a great every day option for looking smart and breast feeding with ease but it was the chic sweatshirts in a gorgeous palette of on trend colours that really stole the show – especially as they also come in mini versions so you can twinstagram to your hearts content. The panel thought the hidden zips and thoughtful extras including hip zips on hoodies and extra long lengths would guarantee comfort, style and cosiness when feeding on the move.
WHERE: Juno Jack’s