Good news for expectant moms, or anyone thinking of getting in the family way next year: Australian label Cake Lingerie is about to debut its third collection of stylish, well-made maternity lingerie to help put a glamorous spin on your pregnancy.
Called “Birthday Cake”, the new collection arrives in stores in January and consists of six style ranges, including the clever Toffee Apple camisole/feeding top and lounging pants pictured above.
Cake is just three years old and tends to produce small collections, but with good reason. Designer Tracey Montford pays careful attention to the challenging fit requirements of expectant women, and takes her time to develop carefully constructed pieces while using styles and fabrics that both flatter and are appropriate for a pregnant woman’s new shape.
Styles in the Birthday Cake collection include an assortment of soft-cup, convertible and flexible wire bras offering different degrees of support, and bottoms that include tangas, g-strings and French knickers.
Fabrics have been combined to provide a sophisticated silhouette without sacrificing comfort. The Turkish Delight range, for instance, combines an elegant satin knit and lace, but adds a cotton inner lining. For a more modern look and feel, the Toffee and Dark Toffee ranges offer microfibre moulded cup bras. These two look like nude and black basics, but on closer inspection you’ll see there’s a luxurious floral print peeking out from underneath the microfibre layer.
And to ensure the highest quality product, Cake developed new product engineering guidelines for the Birthday Cake line. Known as MyBust™, the new technique allows for changes in cup shape and construction to create the perfect balance between fit, support and fashion for pregnant and nursing women.
Cake Lingerie has built up a very devoted fan base in just three years, and it’s only partly due to the enduring popularity of their early collections.
The young label, which is now available in more than 250 lingerie and maternity boutiques worldwide, is deeply committed to its motto, “Celebrating Motherhood” — so much so, in fact, that many of their activities seem only distantly related to the business of selling undies.
The Cake blog is filled with tips, advice and resource links for expectant moms, and founder Tracey has become a well-known advocate for breast health and safety, especially where maternity products are concerned. And of course, the brand has made headlines all year long for its campaign to get get “real moms” from the UK, Finland and Australia to model their products.
Need further proof of Cake’s authenticity? How about this: Cake must be the only lingerie label to post ultrasound photos of its owner’s in utero baby on its Facebook page (and encourage readers to post their own!) Yes, Tracey is in her third trimester and keeping fans updated while she also test drives her label’s newest collection.
As they say Down Under, good onya, mate!
Cake is becoming more widely available in North America and the UK. Check their website for more information on the 2011 collection and where to find it. Meanwhile, click on the photos below for product style names.
A campaign by New Zealand’s Cake Lingerie to celebrate the beauty of pregnant women is going worldwide.
Cake, a young company that produces two sexy lines of maternity lingerie, kicked off its ‘Real Mums, Real Fit’ campaign in March with a search for “real New Zealand mums.”
It asked pregnant women and nursing moms to submit photos to become part of Cake’s advertising for its new Let Them Eat Cake line of maternity and nursing lingerie — no professional models allowed, and no Photoshop!
The response was enthusiastic and the results of the ‘Real Mums, Real Fit’ contest can be seen in the photos above and on the company website. The women/mothers chosen received $400 worth of Cake products, plus professional styling and images from the photo shoot.
“Pregnant and breast-feeding women are beautiful and it’s important they look and feel the same,” says Cake founder Tracey Montford. “The challenges this period and time can throw up can be daunting, so we purposely chose to use real women with real life challenges.
“We are constantly bombarded with unrealistic body images, creating a pressure that just isn’t fair. Women should be celebrated and applauded.”
Cake Lingerie, too, should be applauded for its savvy marketing and fashion conscience. They’re one of a growing number of designer brands that are challenging fashion industry archetypes and societal stereotypes about female beauty and women’s body shapes.
We saw something similar earlier this year when plus-size lingerie label Bravissimo used “real” women in its advertising — proving you don’t need to be a size 2, or even a size 12 with Crystal Renn’s catwalk glamour, to be gorgeous.
Can Cake do for pregnant women what Bravissimo and Lane Bryant have done for the full-figured crowd? Looks like they already have.
Cake Lingerie’s new spring collection entitled “Let Them Eat Cake” launches mid-March, and features delectable styles in Plum Pudding, Meringue, French Vanilla and Blueberry.
For those not-in-the-know, Cake Lingerie is an Australian-based brand that was created in 2008 by Tracy Montford, who could not find flattering maternity lingerie. Frustrated, Montford sought to create a brand that provided not only elegant and feminine styles, but impeccable craftsmanship, comfort and support.
Montford’s Spring 2010 collection is inspired by vintage wallpapers, china tea sets, and old school Hollywood glamour; the results are rich navies, deep reds and crisp whites. The styles in the “Let Them Eat Cake” lingerie range from lace-adorned bra and panty sets, to sophisticated, printed loungewear. The lingerie is crafted from soft lace, luxurious satins and stretch fabrics, and all bras are cotton-lined and feature clever drop cups for nursing.
Mothers and moms-to-be will appreciate Montford’s attention to detail, as she designs products that combine function and style. With that winning combination, it’s not surprising that Cake Lingerie has blossomed into a successful brand stocked in over 100 locations around the world. Oh, and really, who can resist such appealing lingerie with scrumptious names like Blueberry Torte, French Vanilla and Plum Pudding?!