Melbourne-made fashion label AYLA Maternity has been created for busy, pregnant women.
The garments, made of high quality and sustainable fabrics like modal, tencel, bamboo and organic cotton can be bought separately, or in a ‘pack’ as a complete collection that can be mixed into a woman’s current wardrobe.
Sourced from local suppliers, and manufactured in Brunswick, AYLA Maternity is passionate about promoting slow fashion – encouraging women to invest in quality pieces that will last their whole pregnancy and beyond.
Director Collette Swindells calls this approach ‘buying L.E.S.S. to do more’.
“We are very passionate about encouraging women to think about what they are wearing and the impact that it will have on their children’s future.”
“The concept of ‘buying L.E.S.S.’ is about choosing things that are made locally, ethically, sustainably and stylishly,” she says.
“It is the only way we can actually guarantee that the world will still be a safe and happy place for our children to grow up in.”
All garments are currently sold online – through AYLA Maternity’s own website – with future plans to appear at some of Melbourne’s design markets later in the year.
We spoke to Collette Swindells about launching AYLA Maternity, the challenges she faced and what we can expect in future.
What inspired you to launch AYLA Maternity?
I was inspired to start AYLA Maternity after seeing so many of my friends and family struggling to find clothes to wear while being pregnant and still active and working. The more I researched this gap in the market, the more I also realized there was also no option for women who wanted to buy clothes that are ethically made, in Australia, feel great against their skin, but are produced from sustainable fibres – which is something that I am personally very passionate about.
How does AYLA Maternity differ to other maternity brands and labels out there?
All of our garments are made entirely in Melbourne, using fibres that are either sustainably sourced and created here too, or that come from sustainable sources overseas – like the organic cotton muslin from India or bamboo from China (Australia doesn’t currently produce either of these). All our printing is done in Melbourne, with rolls of our current print produced at our printer’s factory in Sunshine, and hand printing for the scarves in my studio in Brunswick.
Did you face any challenges when launching AYLA Maternity?
Yes, quite a few! After deciding to only produce clothing from sustainable sources, I found it very hard to source this in Melbourne and Australia, and almost wasn’t able to go ahead with it all. The local industry has obviously shrunk quite considerably over the last 10 to 15 years, with much of our clothing being produced offshore, meaning that there just weren’t many local producers left to choose from, and even fewer that were thinking about sustainability and the future. After about six months of searching though, I stumbled across a great local company, who was happy to work with my smaller quantity runs, and who produce the most amazing fabric that I make my designs from.
What can pregnant women expect from the range?
All our garments are designed to last women from the start of their pregnancy until months beyond it. They are all made from the highest quality stretch fabrics that are so soft to touch, and specifically aimed at keeping body temperatures at an optimal level – which is very important during pregnancy. Each design has been created to flatter their figure and allow women to still carry out everything they would usually do – whether at work, home or out with friends – and maintain their sense of style and comfort. We are also offering women the chance to bundle up our garments into a more cost-effective ‘pack’ that they can mix and match in with their current wardrobe.
What advice do you have for those wanting to start a new business?
Make sure you do plenty of research about the industry you are getting into and find your point of difference. I believe that we all have something unique to offer the world, so it is about drawing this out in your own way and having fun with it. You also need to be passionate about what you are trying to achieve – for me it means having a triple bottom line that considers the social, economic and environmental impact of what I am doing, and trying to prove that fashion doesn’t need to be a dirty word or industry. This is what keeps me going even when my energy is low and my bank account is even lower! When you run your own business, you are always working and looking for ways to improve what you are doing, but if you are doing something that you love and believe in, you will always find a way to keep going and achieve your goals.
