London, Paris, New York & LA to Dubai, New Delhi & Hong Kong… Seraphine maternity boutiques & concessions can be found in fashion capitals all across the world.
And right now we are thrilled to announce that we are expanding in the US… You can now shop Seraphine maternity clothes in selected Macy’s stores!
Seraphine in New York
The largest department store in the US and one of the largest in the world, Macy’s Herald Square is home to over 2000 sq. ft. of maternity fashion & that now includes all your favourite Seraphine styles!
Conveniently located in Midtown Manhattan, right on the edge of NYC’s world-famous garment district, it’s a must-visit for mamas & mamas-to-be.
Along with our 2 flagship Seraphine stores, on West Broadway in SoHo & on Madison Avenue, NYC is the perfect destination for a pre-baby shopping trip on the East Coast!
If you’re closer to California, you can now shop Seraphine maternity clothes at the Macy’s in South Coast Plaza in Costa Mesa. The South Coast Plaza is the largest shopping mall in California, and home to some of the biggest names in designer fashion, so it’s a natural home for the Seraphine collection.
Whether you’re looking for statement maternity dresses, everyday essentials for pregnancy & nursing or even the perfect pair of maternity jeans, you’re sure to find it in the Seraphine corner at Macy’s!
Cancelled catwalks, masked models, digital shows & socially distanced front rows…. Fashion Week has looked a little different this year.
But if there’s one person we can count on to bring the spectacle, it’s super model, Seraphine fan & expectant mama Coco Rocha… and she did not disappoint!
7 months pregnant with baby number 3, Coco had the finale look at Christian Siriano’s fantastically escapist NYFW show.
Coco’s stunning red gown worked perfectly with her bump & the huge high-low ruffle skirt & train added major drama. The striking monochrome look in scarlet red was finished off with matching heels, hat & of course, face mask!
Safety was a top priority at the show – it was held out in the open in the back yard of Christian’s Connecticut home, all audience members were socially distanced & our favourite part – all the models were wearing masks to match their gowns.
We absolutely love this trend! We made our own re-usable cotton face masks to match with one of our signature new season dresses, so you can work the fashion week look for yourself!
Watch Coco’s Behind the Scenes Video (Part 1)
Fashion Week Behind the Scenes (Part 2)
To finish off the landmark 2020 show, Coco made a splash (if you’ll excuse the pun!) by strutting straight into Christian’s pool! While we don’t usually condone ruining designer dresses, the moment certainly brought a touch of the drama & whimsy that we love about fashion week!
Coco has long been a fan of Seraphine maternity clothes, having worn our styles through both of her previous pregnancies, while expecting her daughter Ioni (5) and son Iver (2). She was a particular fan of our little black maternity dresses.
Coming back to win her third world championship title in Beijing just 15 months after welcoming her first son Reggie, Dame Jessica Ennis-Hill is an expert when it comes to training through pregnancy & postpartum recovery.
Here at Seraphine, we are delighted to be partnering with the Olympic champion heptathlete & mum of two & her new fitness app @jennispregnancy.
Jessica Ennis-Hill Talks Training Through Pregnancy
Staying active through pregnancy is a fantastic way to prepare your body for the challenges of labour. We caught up with Jessica to find out some of her tops tips.
1) Jennis Pregnancy – a Tailored Pregnancy Workout Program
The Jennis app was developed by Jessica & her team, based on her experience of training before, during & after pregnancy. The app provides 3 separate programs, tailored for general fitness, fitness during pregnancy & postnatal recovery.
It offers a range of fun workouts that are easy to follow at home, with options tailored for all abilities & fitness levels as well as every stage of pregnancy.
With Jessica guiding you through the sessions, it’s almost like having her as your own personal trainer! We think it’s the perfect fitness companion for women at every stage of their journey into motherhood.
“One of the most important things while you’re training during pregnancy is having the support of a good sports bra.” – Jessica Ennis-Hill
At Seraphine, all our sports bras are designed to offer the optimal level of support for pregnancy as well as easy nursing access – perfect for after baby arrives.
3) Comfortable Maternity Workout Clothes
“Having clothing that fits you well can make you feel happier when you’re training, so hopefully you feel that you can do a little bit more.”– Jessica Ennis-Hill
Like Jess, we believe that when you feel comfortable & confident in your workout clothes, you’re more likely to work harder & come away from your session feeling positive & energised!
We have a fantastic range of maternity activewear, all designed to be comfy, breathable & to grow with your changing body.
Our shift dress is made in the softest stretch jersey, making it incredibly comfortable – perfect for relaxing at home.
Coco styled it simply with slicked back hair & killer heels for her nursery reveal while expecting Ioni.
Cool & Grungy
Biker boots, a leather jacket & beanie toughened up the look for a moody outdoor shoot near her home.
Coco perfectly demonstrates the versatility of this classic LBD, which is included in our BUMP KIT. 4 essential styles (the LBD plus a vest, leggings & skirt) designed to help you kickstart your pregnancy style.
All in classic black & white, they’re perfect for mixing & matching with pieces from your regular wardrobe.
Stilettos, black tights & a jacket of her own design bring the perfect polish to this look. We love it for a date night or smart work event.
Simply Sexy
And this shot has to be our favourite – just look at that gorgeous bump! This time she kept things simple, just adding chunky boots & the perfect mood lighting!
Naturally nourishing, utterly intimate & not without challenge, your breastfeeding journey will be as unique as you are.
Here at Seraphine, our clever nursing designs are made with love, to help you & your little one get off to the best possible start.
You are doing an amazing job – our innovative designs are here to ensure maximum comfort & easy access whenever & wherever you need it – all to make your life that little bit easier in those precious early days.
These are some of the hero pieces we recommend to all new nursing mamas:
1. The Bamboo Bras
Made in soft bamboo viscose, these nursing bras are comfortable & breathable, offering a whole host of amazing features – they’re hypoallergenic, temperature regulating, moisture wicking & even offer antibacterial properties!
As a new nursing mama, there’s simply no such thing as too many basic nursing tops. These ones are soft, stretchy & easy to wear – perfect for layering.
A comfy dress is the ultimate easy outfit & right now we’re offering 20% off* a selection of our favourites!
Check out our DRESS EDIT & enter the code: GLOW20 to claim the discount.
*T&Cs apply
4. The Skin to Skin Top
A must-have for new mamas, these tops are designed to help keep your hands free while enjoying the amazing benefits of skin to skin time with your little one… and you can nurse in it too!
A great way to kickstart your nursing clothes collection, the kit includes a simple striped nursing top, a classic A-line dress with easy zip nursing access at the front & a comfy pair of post-pregnancy leggings.
The three styles work beautifully together & are ideal for mixing & matching with pieces from your regular wardrobe.
In the end, it all comes down to what works for you & your baby. As long as everybody is happy & nobody is hungry, you’re doing a fantastic job – keep it up mama!
Originally from Denmark, long-time London resident Helene is the founder of Outdoor Owls, Richmond’s outdoor nursery. She also recently welcomed her first baby – a gorgeous little girl called Else.
We caught up with Helene to talk business & motherhood during a pandemic & to find out more about outdoor education for little ones.
Thank you, I’m over the moon! She is the best little human ever! But I must admit that the first couple of weeks with her were mixed. She arrived just before the Corona crisis escalated so I was partly in a blissful baby bubble and partly stressed about the state of the world.
I also had to navigate a stressful time of temporarily closing the nursery and making sure that my team and our families would be okay through lockdown.
Tell us about Outdoor Owls – where did the idea come from?
My inspiration takes me back to my Danish upbringing, where there is a long-standing tradition of outdoor education and ‘Forest School’, so I guess I brought that idea with me to London.
We believe that not only is it healthy for children to be outdoors but it’s also a much better learning environment for them. With this in mind, we created a holistic, child-centred learning and development programme.
Children are very capable, so Outdoor Owls actively encourages ‘safe risk-taking’ to help build independence. For example, climbing trees (to a safe height) and using tools (under guidance of an educator). Our focus is much broader than simply getting each child school ready – we also want to help them get ready for life!
What does a typical day look like for a child at Outdoor Owls?
We offer full time care from 7:45am – 6pm, 51 weeks a year. It was important for us to create an exciting full daycare option where parents can feel good about leaving their child while they work.
We start the day indoors with breakfast, then get dressed in our waterproofs and into our 6-seater buggies. After a lovely nature stroll, we arrive at our green space where we set up our tipi and basecamp for the day. Then we play, explore and learn for a couple of hours before lunch. In the afternoon, the smallest children can nap in our tipi (complete with camp beds and sleeping bags!) while we continue to play before packing up to return indoors for 4pm. The last couple of hours we spend indoors reading, playing and dancing, and enjoying a lovely warm dinner – appetite is usually high after an active day out in fresh air!
Most days are spent in our green space, but we also organise regular outings to places like Ham House, the local library, a school, a flower nursery… One of our favourite visits is to an elderly home – it’s so lovely to see that the visits are of mutual joy to the children and the elders.
Where to start! The major benefits are health, educational and environmental.
Outdoors, children naturally move around more, building stamina, muscle strength, balance, and coordination. They also develop a stronger immune system with improved gut bacteria, while plenty of fresh air gives viruses less opportunity to spread. Not to mention the mental health benefits, from improved resilience, attention, and self-confidence to reduced anxiety.
As for education, i think of it as a ‘wall-less’ classroom where you can teach maths to a 2 year old by counting sticks and measuring up puddles, and literacy by talking about the things you see in an ever-changing environment. It’s a much more stimulating setting with hands-on opportunities for learning and endless room for curiosity, imagination and creativity!
Finally, the time our children spend outside helps them build a positive attitude towards nature, biodiversity and our planet. Hopefully, they grow up to be custodians of it!
Not sure if it will be a ‘balance’ as such, it will probably more be the case of letting it all merge. I am really ambitious about running the nursery and in the last year my working hours have been pretty full on. Going forward I will surely have less time, but the good thing is that I can be really flexible. And since my business is a nursery, the surroundings are child friendly, so I can bring my daughter with me.
I’ve been living in my 3 in 1 Seraphine maternity jackets. I have the hoodie and the parka. During pregnancy they were the only ones that could zip over my belly and they’re also great after birth. The extra pouch on the front means I can snuggle the baby inside which is the best feeling!
I also recommend Seraphine maternity leggings – I’ve been using mine for the last 2 months of my pregnancy and they are even better after birth when you just want to be comfortable. I am conscious of not buying clothes too often so I like pieces like this of good quality that can be used again and again.
Any advice for other mums thinking of starting their own business?
As for anyone starting a business, you need to prepare and plan carefully. Adding motherhood to the equation means less flexibility, so you need to be realistic about the timing of each step.
Finally, I cannot stress enough the importance of a good team. My co-founder and I put a LOT of energy into hiring an outstanding team. I am reaping the benefits now – even through this extremely difficult time when we had to temporarily close and I had just given birth. I could trust the team to manage things in my absence with minimal guidance.
With blue skies on the horizon & summer just around the corner, now’s the time to talk summer dresses. Specifically, this season’s signature maternity midi dress.
These are the fabulously floaty wrap dresses we’re tipping for greatness this season – which one is your fave?
And last, but certainly not least, we have the ultimate little black dress for summer. A lightweight, feminine take on the sophisticated style classic.
And the great thing is, these dresses will flatter your figure whether you’re pregnant or not – as rather glamorously demonstrated here by new mama @jesta_hillmann & little Juliann with her gorgeous before & after shots.
In-person parties might be out right now, but you & your beautiful bump still deserve to be celebrated! While we’re all maintaining our social distance, why not think about throwing a virtual baby shower?
We’ve covered all the basics in our how-to guide.
Watch the Video
Choose your Platform & Invite your Guests
First you need to decide the best platform to host your virtual baby shower. There are plenty of options out there – Zoom, Skype, FaceTime, Google Hangouts… the usual suspects.
We think Zoom is great – it’s user-friendly with minimal set-up (great for older relatives), and the free version allows you to invite up to 100 guests for up to 40 minutes.
Of course, you can always start a new call when the timer runs out, and the natural pause provides a great opportunity for a bathroom break!
Another helpful way to use that 40-minute limit is to divide up your guests, almost like a seating plan. Video calls can become chaotic with too many people involved, so by breaking up the party into smaller, more manageable groups – 1 for friends & 1 for family, for example – you’ll enjoy more quality time with everyone.
One great way to cultivate that special occasion feeling is to choose a special outfit! Ditch the leggings & loungewear for the day & put on your best maternity party dress. You’ll be the centre of attention after all, so you’ll want to look & feel your best.
One big advantage of a virtual baby shower is that it involves much less prep work for the hosts. In terms of decorations, you only need to think about 1 area of your home – the bit the camera will be pointing at! This is great because you can make a really big impact with minimal resources.
Catering is also much easier – everyone provides their own! Though we think it’s a nice idea to set a theme for the snacks to make things feel a little more cohesive – how about ‘Bring Your Own Afternoon Tea’ or ‘Take out of your choice’.
When it comes to games & entertainment, trivia, quizzes & scavenger hunts work well online – why not ask all your guests to send over a baby picture of themselves in advance & play a virtual round of guess the baby!
Of course, one of the focal points of the party is usually opening up the gifts & cooing over the impossibly tiny baby clothes. There are two ways around this, and which you choose largely depends on how organised you & your guests can be.
Option 1: You ask your guests to send gifts in advance so you can open them up on camera
Option 2: Your guests reveal their gifts on camera & send them on to you after the party
For gifting inspiration, check out our gorgeous collection of baby shower gifts online now.
Of course, you may not feel up to hosting a full video call party right now, and that is completely ok! There are plenty of other ways to mark the occasion.
A small celebration at home with just your immediate family will be every bit as special. If your other half is handy with a camera, you could arrange a pregnancy photoshoot at home. And if any of your friends & family live locally, why not organise a drive by & socially distant gift drop off!
Another idea is to ask your would-be guests to send a short message of advice or encouragement for you & a wish for baby’s future. This could either be online or by post, which you could gather into a keep-sake scrap book. Or you could even ask them to record it as a video & ask a clever friend to edit them together.
Mama of two & Seraphine model Rosie Wicks, who you may recognise from PE with Joe this week, is the wife of Joe Wicks, The Body Coach and mama to their two gorgeous children, almost 2 year old Indie and 4 & ½ month old son Marley.
Rosie was a big fan of Seraphine maternity clothes through both of her pregnancies & afterwards for nursing. We caught up with her when Marley was just 6 weeks old, and she shared a few of her favourite post maternity styles.
“I have lived in Seraphine clothes throughout both of my pregnancies and my nursing. It’s nice to have really comfortable clothes that are still fashionable and stylish, and I love that the majority of Seraphine clothes you can wear all throughout pregnancy and through nursing and beyond.” – Rosie Wicks
We LOVE Rosie & Baby Marley in our matching Mama & Mini t-shirts! They’re made in organic cotton, so kind on sensitive skin, and the mama version features easy popper nursing access.
Rosie wore hers with our classic maternity dungarees, which are perfect for pregnancy & after – an everyday essential for new mamas.
Marley was born 3 weeks premature, so the Skin to Skin to top was one of Rosie’s favourites in the very early days. It secures baby against your chest, in the safe skin to skin position, keeping you both covered up & cosy & leaving your hands free.
It’s perfect for kangaroo care, especially on the busy NICU ward.
Rosie is very active mama – as she proved this week on PE with Joe! When she felt ready to start introducing gentle stretches & workouts back into her routine after welcoming her baby, our Sportswear top & Power mesh leggings were the perfect choice.
The top has a clever double layer, allowing for easy nursing access, while the leggings can be worn throughout pregnancy and afterwards.
The soon-to-be first time mum had originally intended to give birth at St Thomas’s Hospital in London, but decided to change her plans over concerns that her birth partner, fiancé Ben Richardson, might not be allowed to be by her side during labour.
Sarah Jane told Hello! “I don’t want to be walking into hospital on my own to have this baby, so I am considering a home birth.”
“I had never considered it before but, because of everything that’s going on, it makes me feel more relaxed to think about having the baby at home, rather than Ben not being able to come into the ward until the very final moment. I think my plan A now is a home birth. I have had an uncomplicated pregnancy and I am very healthy, so there’s no reason for me not to have it.”
Sarah Jane has been working from home since the start of lockdown back in March, and we have loved spotting her rocking Seraphine maternity dresses during her virtual interviews – especially for her special report on Coronavirus advice for pregnancy – see the full interview here.
In these uncertain times it’s important to stop & appreciate the victories, however big or small. So in that spirit, we have a rather exciting announcement to make…
We are delighted to have won the Queen’s Award for Enterprise: International Trade 2020, one of the highest accolades awarded to businesses in the UK!
A Message from Seraphine Founder, Cécile Reinaud
The winners of the Queen’s Awards are selected by Her Majesty The Queen herself, based on recommendations from the Prime Minister’s Advisory Committee, as well as a panel of industry experts, so it’s a great honour to be chosen again.
We last won this award back in 2015, making this our second consecutive win – a rare achievement and an incredible mark of recognition for our continued outstanding international growth.
At Seraphine, we are proud to be a British brand with an international outlook. We believe that every woman deserves to feel fantastic throughout her pregnancy, which is why we continue to expand our horizons and work to make it as easy as possible to shop Seraphine maternity clothes, wherever you are in the world.
Our customers are at the heart of everything we do here, so this award is dedicated to you – the amazing mums & mums-to-be, both at home & abroad, who continue to support & inspire us.
