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  • Women are shunning maternity smocks
  • Women are shunning maternity smocks
    Tobias Lindman (2014) ©

Women are shunning maternity smocks

As attitudes towards pregnancy change, women are ditching bland, shapeless smocks in favour of more fashion-forward apparel. In reaction, some brands are breathing life into the maternity aisle, showing that just because you're pregnant, it doesn’t mean you can’t make a style statement.



  • Le Tote uses an algorithm to design the perfect wardrobe Le Tote uses an algorithm to design the perfect wardrobe

    Le Tote an online retailer that sends its customers personalised boxes full of clothing and accessories for $49 per month. But unlike other fashion e-tailers, it harnesses a data-driven algorithm named Chloe to ensure the clothes it delivers fit perfectly every time.

  • Article image Where should brands fit into our life stories?

    Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

  • Article image How new mums like to shop

    Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?

  • Article image Found at John Lewis: buying a branded lifestyle

    Once known for cosy bed covers and sensible slippers, John Lewis has polished up its fashion credentials through upmarket brands and designer collaborations. It has now launched Found at John Lewis, a boutique store concept which will allow customers to buy a whole lifestyle.