Discovering you’re pregnant is an incredible feeling, but over time it means making a number of wardrobe adjustments to accommodate your changing figure. The last thing we want is to look frumpy, and it’s safe to say that finding maternity clothes in Singapore that are both fashionable and functional can be a challenge. This is why many of us shop for pregnancy outfits while on our holidays!
Thanks to Emma & Kei, though, that’s about to change. This fab new online store offers chic and contemporary maternity labels from around the world, and carries styles you’ll love wearing throughout your pregnancy and beyond. We recently chatted to the founders, Becky Loke and Kellyn Chew, all about the concept, and the duo was generous enough to offer one lucky reader a photoshoot experience that showcases their gorgeous styles! Read on for the full interview and to see the results of our shoot at Como Cuisine.
Hair and make up by The Beauty Trend
Hi ladies! Tell us about life before starting up your multi-label maternity fashion online store.
Kellyn: A fun fact: we’ve both known each other since primary school, and it’s been 25 years! Before founding Emma & Kei, we were carving out our careers in completely different industries. For me, it was banking, and for Becky, it was marketing. Life was pretty much routine, until both of us found out we were pregnant around the same time. It’s an amazing journey, and even better when you have a friend to share it with!
So, why maternity fashion?
Becky: When you’re pregnant, you want items that make life easy and comfortable. Maternity clothing is all around, but finding pieces that are fashionable wasn’t easy. The majority of the time, both of us stocked up while on holiday; we found great pieces in Australia. One of the major turning points was when we started to nurse, and discovered having the right outfit is crucial. That’s really what sparked the idea to start a maternity online store, and to help mums in Singapore with a one-stop shop that curates the best maternity and nursing styles.
What do you think modern mums-to-be are looking for when it comes to clothing?
K: Effortless style and comfort is definitely top of the list! We mums want functional clothing that fits during and after pregnancy, as well as easy access to nursing. A pair of pants needs to hug your bump without applying too much pressure, but we still need a go-to dress that makes us feel beautiful and confident for more dressy occasions. As mothers ourselves, we take these things into account when picking out styles for the store to make sure they will satisfy other mums too!
Tell us about the different labels you’ve curated.
B: The labels at our store are all individual in their own way, and range from casual or dressy styles to luxe fabrics in eco-friendly materials. Ripe Maternity has a generous range of silhouettes, like the cross-front tank, which is great for nursing. One of our best sellers is the All or Nothing dress from Bae the Label, which is super versatile for any occasion and is a piece you can wear post pregnancy, too!
Any exciting future plans for the store that you can share?
K: Yes! Being progressive is key for us, so we’re always looking out for new labels to work with to provide our modern mums with fresh looks. Sometime in the future we hope to work on creating our own collections as well.
Check out yummy mummy-to-be Sabrina Torre in maternity outfits from Emma & Kei.
Look 1: The Power Dress
Just launched as part of Emma & Kei’s new collection, the multi-tasking Mind Over Matter dress will work for the office, business meetings or a sophisticated cocktail evening. The bust is easily adjusted for discreet nursing access as and when your bub needs breastfeeding, and it also gives easy access for pumping while on the go or at the office. What’s more, the stretch woven twill fabric has amazing drape, plus a little stretch for added comfort and easy care.
Look 2: Casual Chic
For a laid-back look that still screams chic, the relaxed Baxter Boyfriend jeans paired with the Seersucker Cold Shoulder top tick all the boxes. The maternity denim features an elastic waistband which sits under the tummy for maximum comfort to accommodate your growing bump.
Look 3: Fit & Fab
Staying in shape throughout pregnancy is so important, and you can still do it in style. The Surrender Yoga leggings combined with the Casual Bamboo tank and Everyday Nursing bra makes for ideal pre and post natal yoga attire.
Look 4: Weekend Brunch
Brunch at a snazzy restaurant means you want to combine both comfort and style. The Soiree Off Shoulder dress subtly defines your waist, accentuating your natural feminine shape. It also looks perfect paired with flat or high heeled sandals, wedges or sneakers.
You might like to read: What’s so important about maternity insurance?