My interest in creating a maternity wear line started from personal experience. When I was, pregnant I realized most maternity clothes were boring, repetitive and plain. This inspired me to do further research into maternity wear and understand pregnant women’ desires for clothes and I based my dissertation on women, pregnancy and identity. I found out that it was not just me who felt that the maternity clothing on offer was bland, boring and “mumsy”. This motivated me to start creating clothes that would be desirable for women throughout pregnancy and beyond. Pregnancy is about a period of transition of women’s identity and body, but does not mean they do not want to look “themselves”. I have created a collection which can be worn before, during and after pregnancy, emphasizing longevity and beauty to serve women throughout her different life stages.