Amoralia is the brainchild of Jules Fossett. An ex-advertising strategist, she was struck by the obvious gap in the market and bewildered by the total lack of stylish maternity lingerie. Spurred on by the pleas from her pregnant sisters, colleagues and friends, the idea took hold and Amoralia became a reality.
After researching, testing and tweaking, speaking to experienced midwives and dozens of pregnant and breastfeeding women Amoralia tried to solve the issues that repeatedly came up: invisible nursing clips, pretty straps, breast pad holders, briefs cut to flatter larger bottoms.
