John Lewis Maternity needs no introduction. Check out the range of maternity and nursing bras, clothes and swimwear.

Imagination is our Foundation

Ann Deal’s slogan underscores the Fashion Forms mission – to use creativity and innovation to deliver the newest and the best non-surgical, breast enhancing bras and bra accessories for special occasion fashions and everyday wear.

ANN DEAL

Ann Deal is tough to pin down. One day she is in New York entertaining a department store buyer and appearing on a TV talk show in support of one of her innovations, the next she’s off to Asia to work with her factories to create yet another breakthrough in the shape of women’s intimate apparel. Virtually tied to her cell phone and Blackberry, Ann is an unstoppable whirlwind of activity, knows the names of all of her hundreds of employees and is rarely seen without a sparkling smile.

As founder of Fashion Forms® a fashion bras and intimate apparel accessory company, Ms. Deal is passionate about her business. “It’s so exciting to be involved in the development of new shapes and items that women need but were never before available. My life’s work is to help women look and feel shapelier, sexier, and more physically free. One woman wrote that our ‘Breast Petals’ changed her life! I loved hearing that!” she exclaims.

Raised in North Carolina, Ann Deal is from a family of entrepreneurial retailers. Ann moved to Atlanta to begin her own retailing career as a buyer of intimate apparel for Rich’s department store with the hopes of opening her own business, and in 1987 launched Freedom Forms in Florida and 1993 relocated the company to California and started the company as Fashion Forms, relying on her dynamic personality, a good network of retailer friends, and one hot product – the Adhesive Body Bra. The rest is intimate apparel history.

When she founded Fashion Forms, Ann Deal had been soundly involved in Intimate Apparel for over 27 years. Ann applied her eye for fashion direction and proficient knowledge of Intimate Apparel to establish the Fashion Forms brand. In less than 10 years, Fashion Forms has become the nation’s leader in bra accessories, constantly introducing new and useful Intimate Apparel accessories like water push up pads, shoulder cushions, adhesive bras and more.
Fashion Forms became the exclusive U.S. distributor for the patented products: StrapMate® and Staykups™, Peel N’ Stick Cups™, NuBra®, and NuBra® Ultralite™. Ms. Deal expanded the company’s accessory business and finally ventured seriously into the bra category, by introducing The Original Water Push Up Bra™ to the U.S. in 1997.

Ann’s intuition told here women needed a ‘smarter’ bra. With this in mind she developed the Original Water Bra, introducing the world to one of the greatest non-surgical concepts in bust enhancement. An absolute frenzy has followed! For the first time women can increase their bust size with a natural look and feel – without the expense and risk of cosmetic surgery.

The Water Bra is just one of Ann’s creations; Fashion Forms is committed to continually delivering innovative bras and accessories for women’s changing needs and desires. That steadfast attention to quality and a high level of customer service has earned Ms. Deal the respect of top department stores throughout the U.S.

In the few hours she has for relaxation, Ann and her beloved Bijon Frise – ‘Pucci’ – can often be found strolling the beach in Ventura, California. But even at home Ann Deal is an active and generous philanthropist in her own community. She is the Executive Publisher of Ventura LIFE Magazine – her hometown premium quarterly. She created in partnership with Ventura College a corporate Promise Program for her employees college tuition.

Fashion Forms

Emily Lingerie strives to give mothers the best experience in raising a child by giving mums and mums to be luxurious and comfortable lingerie.

Emily specialises in producing fantastic ranges of Nursing and Maternity Bra’s, Briefs, Knickers and Thongs. Emily has built up an award winning reputation and is at the forefront of design and style. Emily now specialises in producing fantastic products including an underwired nursing bra rangegiving extra support and shape.

Formerly known as Emily B, Emily Lingerie was born out of frustration after the founder, Emily Barnes experienced when she realised there was a gap in the market for a more luxurious product after giving birth to her first child in 2002. Emily previously worked as a lingerie designer and so was able to bring her experience and knowledge in lingerie and pair this up with her own personal experiences of pregnancy and breastfeeding as a mother of 3 children.

Amazing French maternity underwear made from 100% organic cotton. Anielina is natural elegance and knows Breastfeeding takes planning! Anielina has developed its collection of lingerie for pregnant and breastfeeding mothers from organic cotton.

Women choose Wacoal for reasons ranging from the superior comfort, fit, and design of our intimate apparel to a desire to make personal contributions to breast cancer awareness. Our loyal customers would agree that we offer the best fitting, most technologically advanced, and highest quality bras, briefs, shapewear and other intimate apparel on the market today. Our success is due, in large part, to our talented team of all female designers. These women understand the importance of balancing great fit and function with extraordinary beauty and unique design. Our bras —in sizes from AA to H cup and 30 to 44 band — briefs and shapewear incorporate the details needed to meet the expectations of women with different figures and body types.

We are proud to guarantee customer satisfaction for all of our intimate apparel. Wacoal

Breastfeeding

There is nothing better for your baby than breast milk, as it contains every nutrient your baby needs. Anita maternity ensures that you can enjoy these intimate nursing moments with your baby in peace and comfort.

Anita nursing bras and tops fit snugly without restricting and provide effective support through to the larger sizes. With the KwikKlip® system you can fasten and unfasten the bras and tops with one hand while holding baby in the other arm. The cups and straps are designed so that they do not slip while breastfeeding.

The Anita size finder will help find the right size of nursing bra for you and will advise you on the appropriate time to choose.  Anita Maternity

Mother to be and new mother products.

Pregnancy is natural. It is not an illness. However, it is important to be aware of your body and the changes it is undergoing. Strict diets or “letting yourself go” are extremes to be avoided. Seek the right balance between rest and activity and do not hesitate to consult your doctor or midwife for reassurance and advice. “Pregnancy, the Most Beautiful Days of Your Life” contains basic common-sense guidelines and body beauty advice to help you throughout pregnancy. Avoid trying to do everything at once, you will soon be discouraged. Slowly, surely, and regularly are the keys to success.

Pez Dor

Heritage

The Tedesa Group was founded in 1973 and started out designing and manufacturing young, fashionable underwear and sleepwear.  Pioneers in the utilization of natural fibers such as cotton and linen, they were also a forerunner in the introduction of new textiles blended with Lycra® and Modal® into the Spanish knitwear industry.

Identifying the swimwear market as an area for potential growth, in 1998 the Group founded a sister company EVAPAT DISEÑO S.A. specifically to look after new lines.  EVAPAT subsequently absorbed the assets and expertise of an established Spanish swimwear manufacturer.  It’s newly acquired Pez D’Or label had been offering its clients avant-garde and exclusive swimwear since the 1920’s.

Producing and distributing up to a million swimsuits yearly throughout the EU, it continues to be amongst the top swimwear manufacturers in Europe.

Made in Barcelona

Pez D’Or Swimwear is made in Barcelona, renowned for its rich tradition in textiles.  With an important collection of leading edge knitting and cutting machinery, EVAPAT is a pioneer in introducing the latest generation and state of the art materials.  Its fabrics are designed, knitted and cut in-house and are put through stringent quality controls and laboratory testing, guaranteeing that only the very highest quality swimwear passes through its doors.

Ethos

Pez D’Or swimwear is continuously evolving, walking side-by-side with the latest fashion trends.  Exclusive design inspired by trips around the world in search of new ideas and techniques, contributes to its uniqueness.

True to its Mediterranean roots, Pez D’Or’s unique handwriting stands out and is instantly recognizable at first glance.  Traditional craftsmanship and attention to detail ensures its authenticity.

Pez Dor

The unique figleaves maternity collection offers comfortable, stylish and practical designs for every stage of your pregnancy. Sleep well with our exclusive figleaves maternity nightwear range, made from super soft figleaves modal and cut for absolute comfort. Our relaxed maternity clothing is stylish and contains soft stretch elastane to grow with your bump. Stay fit throughout your pregnancy with our on trend maternity swim collection, specially designed to flatter and support, in a range of beautiful colours, prints and shapes.

The UK’s Leading Maternity Clothes Designer & Retailer

The maternity clothes in the Crave range are designed to encompass all aspects of your lifestyle during pregnancy through to motherhood. Our fabulous maternity fashion collection is expertly designed and created to suit all shapes at each stage of pregnancy in sizes 8-20. More than just style, Crave offers a comprehensive lifestyle concept bringing together a unique mix of designs, balancing style and comfort to give you the freshest selection of maternity wear for every month of the year. Crave poses an excellent fashion offering for mums-to-be combining quality, comfort and choice of maternity clothing style. All our maternity clothes can be bought online. Browse through our range of maternity wear which includes maternity dresses, tops, t-shirts, camisoles, tunics, blouses and sumptuous knitwear. For the bottom half, maternity trousers, leggings or jeans! For more formal occasions we have a great range of maternity business suits and jackets. For the warmer weather we have comfortable and cool cottons and linens. From maternity swimwear to sleepwear, find the right stylish maternity clothing online at Crave. – Crave.

When you are breastfeeding your baby you need a bra that is comfortable and practical but makes you feel great too. All Royce Nursing bras have:

• Easy and convenient drop cup clips
• 4 eye adjustment for flexible fit
• Carefully chosen fabrics to offer great support and comfort

Each bra in our range of nursing bras has been thoughtfully designed to be both comfortable and practical for feeding your baby. All of our breast feeding bras have easy and convenient drop cup clips, perfect for easy nursing.

Spanx founder Sara Blakely was getting ready for a party when she realized she didn’t have the right undergarment to provide a blemish-free look under white pants. Armed with scissors and sheer genius, she cut the feet off her control top pantyhose and the Spanx revolution began! The problem-solving brand has become a red carpet must-have for celebrities and a daily necessity for women and men everywhere. Headquartered in Atlanta, GA, SPANX^® is available in 35 countries and now offers more than 200 products ranging from slimming apparel and swimsuits, to bras, activewear and men’s undershirts. These body-shaping innovations have secured SPANX a place in pop-culture, with daily mentions everywhere from CNN to SNL. In addition to keeping butts covered, SPANX also shapes the world by focusing on their mission: To help women feel great about themselves and their potential.

Continuing into Autumn/Winter Sophie Maternity offers both nursing and support bras in a classic black and nude shade.. Both styles are soft full cup shapes providing the perfect shape without any wires

Elomi Maternity UK

The lingerie collection by Elomi is a beautiful blend of sheer elegance and ultimate comfort. Elomi understand what gorgeous lingerie can do for the fuller figure and your confidence. Elomi are dedicated to offering perfect fit and support right up to a J cup.

Elomi and Eveden Ltd

Sheer elegance and total comfort go hand-in-hand with Elomi lingerie, Elomi Maternity UK, who are part of Eveden Limited, a company who understand what lingerie can do for the fuller figure and for your confidence.

Elomi allows full figured women to enjoy total fit and support in a range of sophisticated looks, right up to a J cup. However, Eveden are dedicated to designing and manufacturing stylish lingerie for women of all ages. And sizes.

Smoothing Black Underwired Moulded Nursing Bra

The Elomi smoothing collection provides ultimate shaping and support – an essential must-have addition to any lingerie wardrobe. The beautiful shape and moulded foam cups offer a lower neckline without compromising on fit or fashion choices.

Citizens of Humanity was founded by ex-Seven designer, Jerome Dahan. Citizens of Humanity is renowned for perfectly fitting, vintage look denim. The epitome of relaxed Californian Luxury, the signature “H” logo has graced the bottoms of fashion royalty such as Kate Moss and Gwyneth Paltrow.

From Naomi Watts and Angelina Jolie to Jennifer Garner and Ellen Pompeo, Hollywood’s style conscious mums-to-be love to rock Citizens of Humanity maternity denim. During her pregnancy, Sarah Michelle Gellar Prinze sported a pair of their casual jean shortswhile running errands last July. Ever the fashionista, Gwen Stefani opted for a skinny dark rinse pair to offset her roomy top while pregnant with Zuma.

Known for their superior fit, Citizens of Humanity brings the same attention to detail to its maternity collection as it does its regular styles. Their over-the-belly jeans, skirts and shorts are super comfy and hug the body in all the right places. If you love designer and want the look even while pregnant, this is the denim brand for you.

They’re so well-crafted, you’ll only need one pair!  Plus, the cut and color are universal so you can dress them up or down.

You deserve the best of both worlds. Why should fit and fashion be enemies just because you happen to wear a larger cup size? Freya is dedicated to giving you maternity and nursing lingerie that fits beautifully and looks gorgeous. Discover the hottest styles from a B to J Cup: you should have it all.

Elle Macphereson Intimates

Chic, elegant and undeniably sexy, Elle Macphereon Intimates gives you the confidence to build your own look starting with the perfect maternity lingerie. The sophisticated collection provides elegant and feminine bras, briefs, and nightwear that not only flatter, but also add a touch of supermodel to every lingerie drawer.

Emma-Jane has remained the UK’s favourite brand of maternity and nursing lingerie for over 25 years. As the largest maternity lingerie brand in the UK Emma Jane uses expert knowledge to create lingerie and accessories that are perfectly considered for the new generation.

HOTmilk’s luxurious pregnancy lingerie and designer nursing bras will have you feeling as beautiful, confident, and sexy as ever! Lisa Ebbing couldn’t find the beautiful feminine lingerie she was used to wearing pre pregnancy, her friend Angie Crosbie felt the same way so together they formed HOTMILK! Hotmilk uk nursing bras offer fantastic support and functionality, yet provide a nursing mother with decadent, delightful and desirable designs.

Hotmilk UK

Amoralia is the brainchild of Jules Canterbury. Seven years ago, whilst working as a planner at one of London’s top ad agencies and working on a brief for a lingerie client (no pun intended!), she spotted a gap in the market for pretty maternity bras. Spurred on by pleas from her pregnant sister, colleagues and friends, the idea took hold and Amoralia was born in February 2005.

“At the time, I hadn’t had kids myself, so it may seem surprising that I set up a company dedicated to making the most beautiful maternity underwear on the market. But I did know – like you – that pretty undies can instantly make us feel more feminine and sparkling. Why would pregnant women not feel the same?”

“We have always aimed to make the most stylish, the most comfortable, and the best quality maternity lingerie, swimwear and nightwear on the market – we want pregnant and nursing women to feel, and look, beautiful!”

“After researching, testing and tweaking, speaking to experienced midwives and dozens of pregnant and breastfeeding women I think we’re definitely getting there, as our customer feedback testifies.”

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