When it comes to maternity fashion, women often have to choose between comfort and style. Isabella Oliver was founded with the aim to provide women with clothing that suits their everchanging needs while giving them the opportunity to continue to look and feel great as they enjoy the most exciting time in their lives.
The slow fashion brand offers exquisitely crafted, functional clothing that makes the adjustment to and from motherhood as smooth and comfortable as possible without compromising on style. We sat down with the founder of the London-based maternity brand, Baukjen, to learn about the story and inspiration behind Isabella Oliver.
Hi Baukjen! Could you tell us more about how you got started in fashion, and what inspired you to start your own fashion brand?
Baukjen: When I was pregnant with my first child, Oliver, I couldn’t find clothes that flattered my pregnancy curves and would fit all the way through. It wasn’t just me, pregnant friends complained too. We decided to change that and so Isabella Oliver was born!
Isabella Oliver has been around since 2013! How has the journey been so far? How has Isabella Oliver’s style evolved over the years?
Baukjen: Actually, Isabella Oliver launched in 2003. It’s been a journey! A family business with fantastic colleagues and a purpose as doing business for good is something we believe in and feel strongly about. My family grew up with this business. We’ve had two more children, I work with my husband and the kids used to help out during their holidays. So the business is a very important part of our lives.
With sustainability as the main value and maternity as the main focus of the brand, how would you say these two things go together?
Baukjen: We actually have two brands. We also have Baukjen for womenswear. Looking after the planet and its people is very important. Our move into responsible fashion was driven by the need to make a difference in one of the most polluting industries in the world. We’re determined to demonstrate that responsible style is possible.
Give us a sneak peek into your typical design process as you start a new collection!
Baukjen: One of my favourite parts of my role. Together with the design team we look at colours, prints, key shapes and of course customer favourites. Most of the customer favourites haven’t changed over the years. They’re flattering, super comfortable and work all the way through pregnancy and beyond.
Who are your personal style muses when you design for Isabella Oliver? Where else do you draw fashion/style inspiration from?
Baukjen: The women around us are our inspiration. I love people watching. Influences come from everywhere, interiors, exhibitions, someone on the street. That’s one of the wonderful things about working in fashion, there is always inspiration to be found.
If you could describe the aesthetic of Isabella Oliver’s pieces with 3 adjectives, what would they be?
Baukjen: Stylish, comfortable, and flattering.
What is one piece in your collections that you hold closest to your heart? Is there a story behind it?
Baukjen: The Kelsey dress is one of my favourites. It flatters absolutely every pregnant woman I know. It’s easy to dress down with trainers and dress up for work or evenings out.
We’re proud to partner with Isabella Oliver through our Sustainability Alliance. What does this partnership mean to Isabella Oliver?
Baukjen: We are strong believers in circular fashion so we are very proud to work with Style Theory!
Rent Isabella Oliver styles with a Style Theory Membership! With the Style Theory Apparel Rental Membership, you get to rent from a collection of 40,000+ apparel pieces, with plans starting from S$79/month. Isabella Oliver collection is currently only available for our Singapore subscribers. Download the app and create a free account to explore the Infinite Wardrobe now.
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