By Miriam Lindholm, Co-Founder and CEO, Femique
After falling pregnant with my first child, it became apparent to me that the design of maternity wear was not created to suit the shape of a woman’s body, particularly during pregnancy, postpartum, or for nursing. And it certainly wasn’t made to make women feel beautiful and comfortable. The products were often cheaply made, with thin materials that gave no sense of support or comfort to the body. Clasps were made out of plastic that could easily break after manoeuvring. This had me thinking, was I the only one who noticed this, or had women simply accepted it? This is when the idea of Femique was born.
Women should not have to feel like they need to compromise with looks even though they are pregnant or breastfeeding
Our hope was to create beautiful designs, including day bras, night bras, and nursing tops made from soft lace and stretchy cotton, providing the ultimate dream combination of comfort and luxury, with the goal of empowering women and normalising breastfeeding. Women should not have to feel like they need to compromise with looks even though they are pregnant or breastfeeding.
It is no secret that once baby is born, mothers are often forgotten or at least very neglected. We forget to look after ourselves and so do the people around us. It suddenly becomes all about the baby and what they need. So, I created Femique along with my business partner, as a sort of tribute to women, to tell them that we see you, we feel you and we’ve got you. It is our mission to make women feel seen again and I think the launch of our new maternity collection has helped us achieve this, by creating a beautiful and comfortable range of nursing underwear that is functional and yet beautiful too, with the hope of making women feel chic in what is maybe one of their most challenging times.
Women have been the drive and passion behind Femique from the very start and have continued to be so each and every day. From two mothers to another, we look forward to making other mothers feel beautiful and seen at every stage of their life.