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5 Australian Maternity Brands You Need to Know

Australian brands that are revolutionising maternity wear and redefining comfort and style for expecting mothers

5 Australian Maternity Brands You Need to Know

Australian brands that are revolutionising maternity wear and redefining comfort and style for expecting mothers

Gone are the days of slouchy, oversized sweatshirts and leggings. Maternity wear has been redefined in the last couple of years, and some of our most loved Australian brands are behind its evolution.

On a mission to prove that comfort and style don’t have to be mutually exclusive is Juem. Born out of Byron Bay, the homegrown label has mastered the art of pregnancy dressing, from ultra-chic (and cosy) undies to tanks that will be worn postpartum too. 

Over in Melbourne, two best friends turned mothers have also made their foray into maternity wear. With a steadfast commitment to stylish essentials that won’t look out of place in your wardrobe, On High Rotation is one of the best in the business.  

In search of inspiration? Put these 5 Australian maternity brands on your radar. 

Juem

Founded in 2018 by Juliette Harkness and Emma Nelson, Juem is founded on three pillars: comfort, craftsmanship, and longevity. From their Byron Bay studio, the duo create everyday essentials that will empower women during pregnancy and beyond. 

Comfort is their bread and butter, with timeless silhouettes and colourways that will be loved for seasons to come. We’re talking maternity bras with adjustable clips for one-hand unfastening. A range of briefs designed to sit over or under the bump. And tanks, tees, and shorts for every stage of pregnancy.

This is maternity wear done properly. 

Légoe Heritage 

Légoe Heritage has swiftly garnered a cult following, all thanks to its elevated essentials. With a focus on comfort and versatility, each piece is proudly made to last for years to come.

From dresses and knitwear to swim, there is everything you could possibly need to curate a maternity wardrobe from scratch. We’re talking nursing tops with clever invisible zips at the sides for breastfeeding and stretch denim that can be worn before (and after) maternity leave. 

Iamibu

The brainchild of sisters Jane and Jesse Arifien, Iamibu is a collection of wear-forever pieces that will carry you from maternity to postpartum wear. The name ‘I-Am-Ibu’ is inspired by their Indonesian heritage, as ‘ibu’ translates to ‘mother’.

Informed by their combined experience in the fashion industry, each item is carefully considered and crafted from quality fabrications made to last. We’ve never seen such beautiful maternity wear with custom prints and delicate pleats that will find a special place in your wardrobe. 

The Mama Set

Founded by Australian-born mother-of-two Cynthia Völkers, The Mama Set is designed to support women through every stage of pregnancy. With quality and longevity in mind, each piece is consciously crafted in Portugal from renewably sourced fabrications – and they’re deliciously chic.   

What makes The Mama Set stand out from the crowd is that you can shop carefully curated sets designed to lay the foundations for your everyday wardrobe. There’s even a postpartum edit to make choosing what to wear effortless so that you can focus on your little one. Grounded in a neutral colour palette that minimalists, hello, will devour, you’ll find us browsing the essentials section. 

Bumpsuit

Australian model Nicole Trunfio felt frustrated when searching for maternity clothes. “I wanted to wear something chic that felt like a second skin and that I didn’t have to think about when I woke up in the morning ready to wrangle two very demanding kids,” she wrote on her website. 

Motivated by the gap in the market, the business mogul founded Bumpsuit during her third pregnancy. Renowned for its buttery stretch fabric, the brand has since amassed an A-list following, counting Rosie Huntington-Whitely and Sophie Turner as fans.

Over time, the maternity label has evolved to include shapewear, loungewear, and evening styles on its roster. Consider Bumpsuit a one-stop shop for all things maternity and postpartum wear.

By Danielle Fowler

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