Meet The Woman Redefining What Maternity Style Looks Like In 2026

Mummas in the making, listen up, because we’ve discovered the bump-friendly brand that’s changing the maternity-wear game for good (and there’s zero elastic in sight).

With their groundbreaking debut collection, ETĀPE have refined the category with a capsule of elevated staples – think barrel-leg denim, tailored trousers, and pinstripe shorts – designed to keep expectant mothers feeling like the modern, fashionable women they are.

We chat with the founder of the trailblazing brand (and mum of two), Lauren Kelly, to find out how her own pregnancy experience shaped the collection, why pregnant women have been overlooked by the fashion industry, and why she’s gone strong over soft in her campaign messaging.

Let’s bid farewell to elastic waistbands and enter your most stylish bump era yet.

Hi Lauren. What sparked the idea for ETĀPE, and what gap did you feel was missing in maternity fashion?

During the years it took me to conceive my daughter Robin, one thought kept returning: when I get pregnant, I’ll have nothing to wear. That wasn’t self-pity – it was a genuine market observation. The maternity category offers two options: fast-fashion basics at low price points, or high-fashion labels that simply don’t accommodate pregnant bodies. Affluent, fashion-forward women – who haven’t changed who they are just because their bodies have – were completely unserved. That gap became ETĀPE.

Read the full article: https://stylemagazines.com.au/fashion/etape-lauren-kelly-interview/