Mum & Baby Affair launches!

Mum & Baby Affair, a range of chic, timeless and on-trend fashion pieces for a woman’s pregnancy and nurture journey, has officially launched in South Africa. Mums-to-be can now ride the motherhood carousel with flair and poise with a range of clothing proudly designed and manufactured in South Africa.

Every item of clothing in the Mum & Baby Affair range has been designed with the nurture phase of the motherhood journey in mind, focusing on four key elements: longevity, comfort, fun and flirty, and easy access for breastfeeding. A key component of the range is that each item can be worn during pregnancy and when breastfeeding – which is made possible through secret little zips, or buttons and straps on shoulders. This ensures that mums can look great and see to the primary need of their baby without any fussing.

How did Mum & Baby Affair start?

“Out of frustration with the current clothing styles and garments out there for pregnant women,” says Jolene Roelofse, founder of Mum & Baby Affair, and mom to baby Zain.

“When I was pregnant with Zain, my first child, I battled to find any fashionable and well-fitting clothing. I wanted colourful, practical and feminine, but all I could find was dull, dark and ill-fitting garments. I needed clothing that doubled up for pregnancy and breastfeeding, but struggled to find that. During pregnancy, women are often exhausted and at their most vulnerable, and it is at that time that they should look pretty with little effort, and feel their best. Our story is about mums and their babies. And it starts with the mum. We want to ensure that each new mum feels great and looks fabulous like the queen she is, because the job she has to do, or is already doing, is the most important one in the world. Mums are special, courageous, strong, soft, nurturing; the list is endless. Mums are special, and for this reason, need variety and choice. They need to have the freedom to choose items to wear which will help make them feel fabulous, and at the same time be practical,” says Roelofse.

Jolene worked with two young South African designers, both under the age of 25, to create the range. “Both designers got the same brief in terms of the type of garments I had in mind for mums out there, and each of them came up with a completely different collection.  That is exactly what I wanted: two different collections that would appeal to a diverse array of women.”

The range consists of:

• Ema Maxi Dress – made up of a linen undercoat and tribal net that gives it movement. The neckline has buttons on both shoulders for easy access when breastfeeding.
• Cost: R850.00
• Majka Jumpsuit – button-down jumpsuit with an elasticised waist for shape and to allow comfort around the belly. The jumpsuit has cuffs just above the ankles with detailed pockets. Cost: R850.00
• Taica Panel Dress – close fitting shift dress with asymmetric overlay with a zip on the side front panel for breastfeeding. Perfect for both the office and a night out. Material: scuba black/grey print.
• Cost: R650.00
• Matka Blouse and Chinos – the blouse is pleated in front with capped sleeves and a high/low style. The wide scooped neck allows for easy access when breastfeeding. The pants have an elasticated waistline which moulds to the belly for comfort; with print turn-ups and detail on the ankles.
• Cost blouse: R350.00. Cost pants: R650.00
• Emese Maxi Dress – high-waisted maxi dress with strings on both shoulders making it perfect for breastfeeding. Cool and summery with knee-high slits on both sides for movement.
• Cost: R850.00
• Dar Wrap Dress – ideal for during pregnancy and breastfeeding. The colourful pattern, collar and sleeves make it stand out from the usual wrap dress.
• Cost: R650.00
• Assa Corset Dress – with hidden studs on both shoulders, ideal for breastfeeding. The scuba material at the bottom allows for maximum stretch.
• Cost: R580.00
• Sadaf Jumpsuit – chiffon jumpsuit with wrap detail on top allowing for easy access when breastfeeding. The elastic waist expands with the belly and reverts back after pregnancy. Perfect for both pregnancy and nurture phase.
• Cost: R850.00
• Maylis Poplin Dress – fun and versatile dress which comes in two print and colour options. The dress has a zipped front ‘til below the breastbone, and an elasticated waist for expansion. The bottom is chiffon for movement and flirtiness.
• Cost: R650.00
• Dar Wrap Jacket and Pencil Skirt – comes in two print options. The pencil skirt has an elasticated waist and can be worn as a flirty sleeveless dress. The jacket is white with a printed collar.
• Cost jacket: R650.00. Cost skirt: R550.00
• Mari Cocktail Dress – button-down chiffon and scuba cocktail dress – the perfect LBD (Little Black Dress.) The buttons extend to under the breastbone for easy access when breastfeeding, and the scuba material allows for super stretch. Perfect for before and after pregnancy.
• Cost: R980.00
• Anya Evening Dress – classic and elegant sleeveless evening dress which moulds to the body whilst allowing room for the expanding belly. Includes a slight train.
• Cost: R1 300.00

An interesting thing to note about this range is that each garment name means “mother” in a different language.

There’s also a charity element connected to the Mum & Baby Affair range. There are so many mums, especially teenage mums, who aren’t able to afford new clothing for their little bundles. It is with this in mind that Mum & Baby Affair has teamed up with a select few organisations that provide baby clothing to these mums, and for every purchase made from Mum & Baby Affair, 5% will be contributed to a clothing pack that will be donated to these organisations.

“Besides feeling great in your Mum & Baby Affair clothing, you can feel good because of it knowing that your purchase has contributed towards clothing a new baby for less than privileged mums,” Roelofse adds.

To view the full Mum & Baby Affair range and pricing, or to place your order, head on over to www.mumandbabyaffair.co.za.

All items are created in small runs with small quantities produced – ensuring good quality garments and exclusivity.

For the latest updates from the brand and handy pregnancy and mum-related blog posts, be sure to connect with Mum & Baby Affair online:

https://www.facebook.com/Mum-Baby-Affair-691904967587662/?fref=ts