First Look: The Emma Elwin x Boob Collection
I am a big believer in a uniform for moms. Wake up, grab something and put it on! Especially on the days you are feeling like a mombie! Life is so much easier if you have simple functional clothes. And you don’t want to suddenly look busted because your waistline is changing up.
I am very excited to hear about the new capsule collection and collaboration between Boob, the Stockholm-based maternity fashion company founded by Mia Seipel, and Emma Elwin, the Swedish stylist and co-founder of the digital fashion magazine, Make It Last. Boob is a brand that actually cares about what mothers wear and Elwin a former fashion editor and style blogger. Great combo.
Seipel reached out to Elwin, who was pregnant at the time, about a collaboration that started to take form when she was nursing her newborn son. There is no better person than a new mom to design a collection for moms as she discovers her needs and that of many other women. Elwin quickly realized what was important: “Everything must be practical, but I don’t want to compromise on style.” Amen sister! There are so many hideous maternity collections out there, although at least they get that we need wraps, ties, and stretchy fabric. But that said, I am not so interested in sporting the ugly stuff just for function. I don’t wanna let everything go! But then dropping high prices for clothes I may not wear post-pregnancy is painful and to be avoided. There has to be something in between. It feels like manna when we find clothes that seriously put thought into maternity and postpartum life.
The collection consists of four attractively priced looks to take you from your little bump to life on the couch nursing or bottle feeding (sometimes still with a little bump, oops). We are happy to share a First Look of the new collection which goes on sale today exclusively at www.boobdesign.com.
And the first 50 purchases will receive the cute tote with a checklist to help mom brain syndrome!
Photos courtesy of Boob Design