The struggles of pregnancy and post-partum are well-documented.
Which is why something that helps and makes either period easier can be a godsend for fragile new mums.
No one knows this more than new mother-of-one and founder of Nala Underwear, Chloe De Winter, whose own struggle to get pregnant led her to create a new range of wire-free bras designed to help new mums when they need it most.
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Having begun her IVF journey in 2022, Chloe finally gave birth to her son in 2024.
“My personal fertility journey was long and difficult,” Chloe tells Best Picks.
“It ended in IVF, which brought me my son, and I am so grateful for that. Now, being able to create products to support new mums is incredibly surreal for me.
“After my own experience, being a mum is something I truly treasure and can never take for granted.
“I am so passionate about helping mums thrive in this special time and love that I can pour my passion into these products.”
Chloe adds: “It feels a little surreal that 12 months ago, I was in the depths of some of the hardest times of my life, struggling with our fertility issues, and now I’m breastfeeding while wearing a maternity bra that I created.
“It’s a dream come true.”
When it comes to the new maternity range from Nala — which comprises the Maternity Support Wire-free Bralette ($59), and The Maternity Comfort Wire-free Bralette ($69) among other pieces — comfort is front of mind.
Both bras are designed with feeding clips for easy access and hidden inner slings.
They promise to shape, lift and support you, ensuring the perfect fit throughout your maternity journey.
“We have a team of genuine bra magicians so how could we not create a beautiful new maternity bra that was comfy, practical and made people feel their best!?” Chloe asks.
“Most maternity bras are a bit beige and also really expensive.
“So we wanted to come up with something that was a bit more fun and also affordable, but still practical and comfy.”
Both the Support and the Comfort bras come in a range of different colours and sizes.
Not only do they feel like silk when you slip them on, but they also look good too — which is something Chloe was keen to do.
“They aren’t the frumpy beige styles we think of when we say ‘maternity bra’,” Chloe says.
“Nala gave ‘maternity bras’ a rebrand, and these styles make me feel sexy and give me some of my confidence back. I hope others feel the same.”
The clever entrepreneur has enlisted the help of model and mum Simone Holtznagel and her daughter Gia.
To launch the collection, Nala is running a bold advertising campaign called ‘Sorry To Offend You’, which is aimed at challenging the stigma around breastfeeding in public and championing the beauty of motherhood.
The campaign features Simone and Gia breastfeeding in iconic public locations such as Flinders St Station, Parliament, and on public trains in Melbourne.
And it meant a lot to Chloe to shoot.
“I whip my boobs out all the time to feed my son,” she said.
“Restaurants, parks and random bystanders would have seen glimpses of my titties many times.
“Lucky them hey!? Breastfeeding is natural and it’s beautiful.
“Unfortunately, not everyone thinks that, they have told me to ‘take it home’. So, we decided to take our campaign to prominent Melbourne landmarks, whip out the tit and showcase Nala’s maternity bras in the most natural way — breastfeeding in public.”
Chloe adds: “The tagline ‘Sorry To Offend You’ really drives our message home!”
Having personally tried these wire-free bras ahead of the launch this week, I can personally attain to their softness and comfort levels.
Due with my second child in September, I can’t wait to wear them and feel comfortable and confident, whether day or night.
For more information and to shop the new collection from Nala Underwear, head here now.