Amoralia is the brainchild of Managing Director Jules Fossett, who having lived for some time in Europe’s top fashion cities, saw an obvious gap in the UK for stylish maternity wear.  Spurred on by pregnant family and friends she secured funding from Rupert Hambro and Partners to establish the business in 2005.

The key to Amoralia’s success is the research they have carried out to ascertain exactly what women want from their maternity lingerie.  The result is a range that is not only sexy and stunning but comfortable and practical, taking women through month one to breast feeding. Amoralia’s designer Julie Davies, formerly at Agent Provocateur and Myla, ensures up-to-the-minute styling and a consistently feminine design signature. No surprise then that the brand counts Rachel Weisz and stylish newsreader Katie Derham amongst its fans.  “Pretty underwear is one of those things that can instantly make us feel more feminine and sparkling. Why would pregnant women not feel the same?”

Amoralia lingerie is currently available in 40 odd stockists throughout the UK including Harvey Nichols, and another dozen in Europe including Le Bon Marché in Paris and the Arab Emirates.  The range is also available online.
The company has also recently launched a range of stunning maternity swimwear.

“Besides elegance, innovation and empathy are also at the heart of our brand so it seems natural to commit a percentage of our profits to Tommy’s – a charity which aims to end the heartache caused by premature birth, miscarriage and stillbirth.”