Seraphine X Frip Ethique – 14,000 Maternity Garments Donated So Far!

This week on the blog, we’re taking a behind the scenes look at our charity partnership with Frip Ethique – Oxfam’s social enterprise, based in Senegal.

For the past 4 years, we at Seraphine have been donating all of our un-sold stock & un-used samples to the scheme – approximately 14,000 maternity garments so far!

By donating unused maternity clothes, we are minimizing our waste & helping Frip Ethique to fight poverty & make a positive impact in Senegal.

So you can shop Seraphine maternity clothes, safe in the knowledge that none of our stock goes to waste.

How Does Frip Ethique Work?

Woman sorting clothes for Frip Ethique

Frip Ethique means ‘ethical second-hand clothing’. The scheme employs 36 full-time workers based in Senegal, most of whom are women. Their job is to sort clothes donated to Oxfam and sell them on to local market traders.

So not only does the scheme provide permanent, fair employment for its own workers, but it enables over 500 small traders to make a living running their own businesses.

All profits from the scheme are invested back into Oxfam’s work fighting poverty in Senegal.

Life at Frip Ethique

A worker at Frip Ethique

The women working on the scheme are paid a fair wage, offered job security, sick pay and a pension. These are just a few of the things they had to say about how Frip Ethique had positively impacted their lives.

“Working at Frip Ethique has changed my life. The work is good. We work together; we laugh together. It’s changed everything.” Charlotte Lopy, Clothes Sorter

“Now my children are all at good schools… I’ve worked at a lot of places but this is the best… We’re well paid, we’ve got job security, and we have sickness benefits and pension.”Amy Collet Gueye, Stock Manager

Women sorting clothes at Frip Ethique

Here at Seraphine, we are passionate about reducing our impact wherever we can. We are proud to work with Frip Ethique, minimising our waste & making a difference to the lives of people in Senegal.

We Donate £1 for Every Bra Bought this Breast Cancer Awareness Month

October is Breast Cancer Awareness Month and here at Seraphine, we are donating £1 for every Seraphine maternity bra bought.*

According to the charity Breast Cancer Now, 1 in 8 women in the UK will face breast cancer in their lifetime. And every 45 minutes, another woman dies from the disease.

Breast Cancer Now is the UK’s largest breast cancer research charity and they are dedicated to funding research into this devastating disease.

Click to find out more about Breast Cancer Now

So How Can We Help?

Seraphine donates £1 for every bra sold through Breast Cancer Awareness Month

Throughout October, every time one of you lovely mamas buys a Seraphine maternity & nursing bra, we’ll donate £1 to Breast Cancer Now.

Whether it’s a sports bra, sleep bra, soft everyday bra or something special with a touch of lace – your purchase will help support this fantastic cause.

Seraphine is a company run by women, for women, so this is an issue that’s very dear to our hearts. Everything we do is geared towards supporting you throughout your journey.

Buy a bra this month & help us to raise money for Breast Cancer Now to continue their life-saving research.

While you’re here – check out when the office went pink for Breast Cancer Awareness Month last year!

*With every purchase of a Seraphine bra made between 01/10/19 & 31/10/19, Seraphine will donate £1 to the charity Breast Cancer Now. Valid on Seraphine brand bras only.

Seraphine & Cecile Reinaud Raise Over £4,500 for Charity this October

Here at Seraphine we have been busy raising money through October for two fantastic charities – Breast Cancer Care & Shelter.


Thinking Pink for Breast Cancer Care


October was breast cancer awareness month, so last Friday we all donned our pinkest outfits to raise money for Breast Cancer Care.

Everyone got involved, from head office to store staff, and together we raised over £400!


Spot the Seraphine styles on our lovely store staff 

Seraphine store staff wear pink for charity


Breast cancer care is a UK-based charity, which provides support and information to anyone diagnosed with breast cancer, and we are delighted to support their wonderful work.

Find out more about Breast Cancer Care



Cecile’s CEO Sleepout for Shelter

A post shared by Cecile Reinaud (@cecilereinaud) on


And on Monday, Seraphine Founder & CEO Cecile Reinaud braved the freezing temperatures to spend the night sleeping outside as part of the CEO Sleepout in London.

Cecile was one of the top 3 fundraisers in the group, raising over £4000 for Shelter!



Shelter is a fantastic charity providing advice, support & legal services to people struggling with homelessness or bad housing, as well as campaigning at the government level to tackle the causes and consequences of the housing crisis.

Find out more about Shelter


NCT’s #HiddenHalf Campaign


Cécile has also spoken out in support of NCT’s #HiddenHalf campaign this month, which aims to get postnatal mental illness out of hiding.

Find out more here


We are so proud of everyone’s efforts this month to raise money & awareness for such fantastic causes.


The Duchess Wears Seraphine for Her First Event with Meghan

This week Meghan Markle joined Prince Harry and the Duke and Duchess of Cambridge for their first official engagement as a team of four – The Royal Foundation Forum. We were thrilled to see The Duchess wearing her favourite Seraphine maternity dress for such a historic occasion.



Get the Look: Blue Tailored Maternity Dress

The Duchess of Cambridge chose our Valerie Blue Tailored Maternity Dress for the forum. The style is currently sold out but will be available to buy at the end of March.


The Royals Discuss Working Together as a Family


Click to find out more about The Royal Foundation

The theme of the first Royal Foundation Forum was ‘Making a Difference Together’, which perfectly sums up the mission of the organisation.



The Royal Foundation was set up by the two Princes back in 2009. It serves as the charitable vehicle through which the young royals support their various causes – from wildlife conservation to the armed forces, young people, mental health and more.

The Duchess of Cambridge joined them after her wedding in 2011, and Meghan will officially become a patron later this spring, after her marriage to Prince Harry.



This week, the Royals brought together all the organisations they work with through their foundation to set out their visions for the future.

The Duchess in particular, highlighted her on-going commitment to tackling mental health issues through every stage of life, starting in childhood.




This dress is a favourite of The Duchess. She also wore it back in January to launch the Heads Together initiative, Mentally Healthy Schools.

Click to read more about the Duchess’s work tackling mental health issues in children and new mothers

Seraphine Maternity Mum’s Voice Award Winner – Leigh Kendall

The Tommy’s Awards is an annual event, held to celebrate those working to make a difference in the lives of families across the UK. This year Seraphine maternity was incredibly proud to sponsor the Mum’s Voice Award – a prize to honour one special mum with the courage to share her story, bringing hope and reassurance to others going through similar experiences. Allow us to introduce Leigh Kendall – blogger at, health communication advocate and winner of the Mum’s Voice Award 2016….


1)      First off, congratulations! How does it feel to have won the Seraphine Maternity Mum’s Voice Award?

Thank you! Winning the Seraphine Mum’s Voice Award was a proud but bittersweet moment. I am proud that my writing and campaigning is making a difference, and that people are paying attention to it – but I would give it all back in an instant to have Hugo back in my arms.


The Tommy's Awards 2016


2)      Tell us about Hugo and Hugo’s legacy.

Hugo was born in February 2014, 16 weeks prematurely. He had to be born then because I had the rare, life-threatening pregnancy complications pre-eclampsia and HELLP syndrome. The only cure is for the baby to be born, otherwise both mum and baby are likely to die. Hugo was a gorgeous, perfectly-formed little boy. He fought so hard and was pretty feisty, which earned him the nickname ‘Hugo Boss’ from his nurses. Sadly he died aged 35 days – he was too small, and premature. I am utterly heartbroken.



I started Hugo’s Legacy as a way of channelling my grief, and celebrating Hugo’s life. Hugo’s legacy focuses on raising awareness of HELLP syndrome (few people have heard of it; I didn’t know it existed until I was diagnosed); support for parents of premature babies, and for bereaved parents.


While nothing could have been done differently in terms of the care Hugo and I were given – nothing would have changed the outcome – there were many times when communication was insensitive or lacking, making a difficult time even more stressful. Helping health professionals understand the importance of effective communication is another key part of Hugo’s legacy.


Hugo weighed only 420 grams when he was born (about the same as a tin of baked beans). He shows that there is no footprint too small to leave an imprint on the world.


Headspace Perspective


3)      We love your blog Headspace Perspective. Do you feel that blogging has helped you? How?

Thank you so much! Blogging became my release after Hugo died. I was angry with the world, that this had happened to me, that I didn’t have Hugo. Writing about HELLP syndrome, about Hugo, and about life after his death was cathartic, especially as it was difficult to find support. As a proud though heartbroken mummy, I also use the blog to tell the world about my beautiful boy.


Headspace Perspective gave me a focus, a sense of purpose, a reason to get up in the morning. It has also introduced me to wonderful, kind, supportive people from all over the world.


4)      The style section of your blog is fantastic – how important is it to you to maintain your sense of style?

That’s brilliant, thank you! I’ve always loved clothes and style, but for many years lacked the confidence to wear the outfits I admired. After Hugo died (and my own close call with death) I realised life is too short and that I should just wear what I like and rock the outfits! For me, my style is about celebrating the beauty of life through wearing bright colour, and celebrating who I am. Maintaining my sense of style in my grief has also been about an act of self-care, telling myself I am worth the effort.



5)      A little bird told us that you have a favourite Seraphine maternity dress…

Yes that’s right! When I was pregnant I bought myself the knot front maternity dress in fuschia. It’s the one made famous by Kate Middleton in the first photo with Prince George. I love pink, and the cut and colour of the dress are so flattering. I loved wearing it, and admiring my growing bump in it. The dress got a lot of wear during Hugo’s life – it was easy to express my breast milk for Hugo while wearing it, and the bright colour brought a bit of joy to my day. I also wore the dress to Hugo’s funeral – we had asked our guests to wear bright colours in celebration of his life.


6)      Can you sum up your signature look in 3 words?

Colourful, classic, and curvy!

7)      We are confiscating your makeup bag – you’re allowed to keep 3 essential cosmetics. What do you choose?

Ooh that’s scary, I love my make-up! I think my three most essential items would be a tinted moisturiser, mascara, and lip balm.


8)      Who inspires you?

Besides Hugo, my favourite inspirational person is Rosa Parks. She is the woman who defied segregation by refusing to let a white man take her seat on the bus. Rosa championed what she believed in with a quiet, dignified confidence.



9)  You look great in our Just for Love charity tee – what do you think of the campaign?

Thank you, the Just for Love charity tee is gorgeous. The campaign is invaluable because it is fundraising for a new medical research centre that will help prevent miscarriage, premature birth, and stillbirth. There surely can be no better cause than saving babies’ lives. Losing your much-wanted, much-loved baby is utterly devastating, it is something I would not wish on anyone.


10)   What advice would you like to pass on to other mums?

Be aware of your body while you are pregnant and don’t hesitate to seek help if you are ever worried – you are better safe than sorry. Being a mum is not always easy, whether or not your baby is in your arms – but do your best to celebrate and enjoy every moment.


To find out more check out Leigh’s blog Headspace-perspective and follow her on Instagram @leighakendall



Seraphine & Sophie Ellis-Bextor team up for Tommy’s

Join Seraphine & Sophie Ellis-Bextor to Help Tommy’s Save Babies’ Lives.

This October we are proud to announce our charity collaboration with pregnancy & baby charity Tommy’s. Together with long time Tommy’s supporter & pregnant mum of 3 Sophie Ellis-Bextor, we are aiming to raise £100,000 to help Tommy’s fund the creation of the UK’s first medical research centre dedicated to the prevention of early miscarriage.


 The Love T-Shirt


And we need your help!

We’ve created The Love T-Shirt – an exclusive new design that we think you’ll love, and are donating all the profits to Tommy’s! So when you buy your Love T-Shirt you are helping to save babies’ lives.


Sophie Ellis-Bextor Explains…


1 in 4 women will suffer a miscarriage through their lives, so whether you have experienced this terrible loss for yourself or you know someone who has, wear The Love T-Shirt in support of mothers and babies everywhere.


Sophie Ellis-Bextor for Tommy's


 Spread the Love

If you are as passionate about this cause as we are, we’d love you to shout about it!

Once your T-shirt arrives, slip it on and snap a quick selfie. Seraphine will give an extra £1 for every #Justforlove selfie you upload!


While you wait for your T-Shirt, check out our online gallery for a little selfie inspiration.


Upload your picture


Getting involved couldn’t be simpler:


1) Shop the T-Shirt

2) Share a selfie

3) Save babies!


Buy the Love T-Shirt now – do it #justforlove





Seraphine are doing it #justforlove

Join Seraphine’s campaign to help mothers and babies in need – all it takes is a photo!


On your travels through the Seraphine site and social media this week, you may have spotted that we’ve been busy launching a brand new app on our US site! For those who haven’t seen it, we’re creating an online gallery of little moments of love, all in aid of the charity Baby2Baby.

The yummy mummies across the pond have made a great start and uploaded some gorgeous snaps, (check out the gallery here) but now it’s your turn to get involved…

All you have to do is upload a picture to our collection.

For every photo you upload, Seraphine will donate $1!

Check out the Gallery

Joining in couldn’t be easier:

1)      Select a photo

2)      Upload

3)      Seraphine donates $1

4)      Share with friends & family #justforlove


Your moment could be anything, from a cuddle with your baby to a stylish shot of your blossoming bump.

Follow the link to upload your photo and help us support Baby2Baby – do it #justforlove

Visit the gallery

Jessica Alba – Baby2Baby Board Member

As a mother, I cannot imagine what it must be like for parents who cannot afford the most basic necessities for their babies. No child, regardless of his/her family’s socio-economic status, should ever be without diapers, food, clothing or hygiene items. Our goal is to help alleviate some of the burden on these families by providing them with these essentials.”


Join Baby2Baby Angels Jessica AlbaDrew Barrymore and Gwen Stefani in supporting this great cause. All the money we raise together will go to the charity Baby2Baby. Based in the US, they work to support families in need, providing them with essential supplies to help raise their children. This money goes to help those families who can’t afford such basic things as nappies, food and clothes for their children, so a moment of love from you will make a big difference to a young life.


Watch the video to learn more about the charity


A mother’s love is unconditional and universal. Every mother, whatever her situation, experiences those little moments that make motherhood wonderful, but not every mother is able to provide for her children.

Visit our gallery and upload your photo now – do it #justforlove

Visit the gallery


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Luxe in the city: style your maternity clothes post pregnancy

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