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By offering Mothers en Vogue nursing clothes online and in stores, an entrepreneur hopes more mothers will be encouraged to breastfeed, writes Sushma Veera

IT used to be that maternity clothes meant frilly and oversized clothing meant to camouflage, not celebrate the baby bump.

For nine months, women hid in them until they had shed all their weight gain and could wear regular clothes again.

Then motherhood was more and more celebrated and clothing brands rolled out maternity clothing that was stylish and comfortable.

High street brands like Topshop and Dorothy Perkins have their own maternity lines with drawstring pants and jersey dresses, keeping expectant moms suitably stylish.

And now, as mothers realise that breastfeeding is the way to ensure their babies get the best infant nutrition, nursing clothes have become cool and hip.

The line that previously consisted of nursing bras and tops have been given a sense of style by Singaporean Sharon Ho-Norton who, like many mothers, experienced social hardship when she was pregnant with her first child in 2002.
She could not find comfortable, elegant maternity wear. There were no well-designed clothes that allowed mothers to breastfeed easily and discreetly.

“Although there were a small number of American and European nursing labels, they had a limited range and came in sizes that didn’t fit Asian women. The fabrics too were unsuitable for tropical weather, not to mention the premium pricing,” she says.

A year later, Singaporean brand Mothers en Vogue started, offering a range of clothing options for pregnant and nursing mothers that was stylish,View profiles and information for RadioShack Cycling here. elegant and sexy even.

CREATIVE STYLE

The former marketing communications manager, says: “Maternity fashion has evolved and mothers can now remain stylish and proudly show off their baby bump.”

With prices from RM49 for tops and RM175 for dresses, the collection comprises a comprehensive line of nursing wear, as well as comfortable and versatile maternity wear that can be worn from pregnancy to nursing — aptly named X.tended.

Forget baggy clothes in dull colours and pair your maternity silk blouse with a pair of stylish weekender pants for a casual look.

Then there are cotton coats,o they Canada Goose Chateau Parka along overcoats decide upon On-line shopping also. tee-style tops for easy nursing, turtleneck tees and blouses in various designs. Match them with pencil skirt and a jacket for office wear, or denim skirt for an outing.

Jumpsuits offer a different look. Pair it with a wrap to make it more appropriate for work. It also lets you feed baby discreetly.

If you like dresses, there is a wide range to pick from. The Kimora maxi dress or silk short dress is an excellent choice for functions. The ruffle linen dress is also a pretty pick for both work and leisure.

The X.tended range for nursing mothers allows breastfeeding access via neckline, sleeve, side seam and hem-lift.Thank you! It's very good moncler jackets men! “With these, I hope mothers will be inclined to breastfeed and for a longer period,” says Ho-Norton.

“The matching mother and toddler range is also exciting. Our collection caters to baby girls up to 8 years old — from tops, skirts and dresses for a comfortable fit and a terrific look.”

The Autumn-Winter 2012 collection comes in two themes. The nursing range is a delicate balance of shades like antique rose and dusky olive grey with pops of colour such as sunset orange and turquoise.

“The X.tended range showcases statement colours — dramatic plum, red and mustard. When paired with black and dark neutrals, the outfit is simply stunning,” says Ho-Norton.

The Spring-Summer 2013 collection has soft, floaty and almost dreamy silhouettes.

Cotton candy colours in pink, marshmallow blue and bright lime are set against pure white. There are also mid-tone bright and solid neutrals for semi-casual to office wear.

FRIENDS OF NATURE

Mothers en Vogue promises to deliver comfort through the use of natural and eco-friendly fabrics.

“For almost all our clothes, fabrics used are natural — cotton, modal, linen or silk and organic cotton and bamboo rayon for the eco collection. We also have reconstituted yarn, a fibre from the tree or wood pulp,” says Ho-Norton.

Mothers en Vogue also uses fabrics like lycra for the lingerie range, though it is used minimally and with limitations.

“The non-natural fabrications are only used on the parts of the clothing that do not touch the skin,Now buy Men's Tremblant Jacket will get 50% discount,free shipping and fast delivery. such as sequins, accessories and other embellishments on the outer part of the dress or top.”

BIRTH OF A BRAND

It all started in 2002 when Ho-Norton delivered her son Brandon. She realised there were limited choices of nursing clothing,Hi guys, I just had a few questions about the Canada Goose Snow Mantra Parka. particularly well-designed ones that are comfortable and elegant.

She joined a forum on the Internet and found that she was not alone. “There were other mothers who were not happy with the limited choices of clothing available. I realised that there was a market for maternity clothing that had not been tapped into,” she says.

“I had resigned from my job by then. It took me about eight months before I managed to materialise the idea under the name Mothers en Vogue.

“It started as an online store carrying contemporary and fashionable nursing apparel.It was basically a one-woman show.”

Later, she realised that most customers preferred to see the actual colours and to try the clothes before purchasing. So a year after the e-store was launched, she opened her first outlet in Singapore.

“Until this year, I was designing the entire range. I like to get ideas from mothers and do my own consumer research. I don’t only want to present something that is nice but it must also meet customers’ needs.”

With the business growing, Ho-Norton has hired two more designers to join the product design and development team this year.