For everything you read about being a new mama, one message seems to be universal: Breastfeed Your Baby. Yet, for all the encouragement, it seems that fashion hasn’t really caught up with the increase in breastfeeding mamas. Just because we need to get out boobs out every now and then to feed, doesn’t mean we want to live in oversized t-shirts and sweat pants!
Long overdue, stylish nursing wear you can discreetly breastfeed your baby in but also feel (and look) comfortable and stylish in has been limited – until now.
Feed Life is a Ready-To-Wear nursing label that really redefines the nursing wear we’ve come to know. Chic, stylish and machine-washable (yes – machine washable!) the Feed Life range of gorgeous dresses and stylish tops are 100 per cent Australian-made from top quality fabrics in designs you’ll adore.
The Feed Life ethos is simple: affordable luxury for nursing mothers. The Feed woman epitomises sophistication, she is ‘confident and elegant’. Each garment is Australian developed, tested, designed and made locally, making it completely ethical and the very best quality.
Founder and Mama Victoria Packer decided she wanted to “create a brand which offered nursing mothers a unique choice. I had a vision to create innovative timeless clothing, that had hidden built-in access for breastfeeding.”
She adds that “each piece was to be meticulously developed in its design process, which not only offered breastfeeding access, but looked beautiful and effortlessly chic – the way all mums should feel at such a special time in their life.
“I knew I wanted all the pieces to be machine washable, making our lives that little bit easier,” Victoria said.
With her styles worn by some of Instagram’s most fashionable mamas, including Bazaar Mumma, Not So Mumsy (above in the Phoebe Dress) and Mish Mac, I chatted with Victoria about her inspiration for creating an Australian designed and made nursing label, Feed Life:
Tell us a bit about yourself and Feed Life…
Born and raised in the Byron Bay Hinterland, I grew up constantly surrounded by creative minds and free spirits. Combine this with the influence of my business-owning and extremely hard-working parents, I somehow feel I was destined to a life of creative enterprise. With my love of fashion and appreciation of quality craftsmanship forming at a very young age, I wasn’t sure exactly what I wanted my life to look like, but I always felt drawn to the creative side of my personality.
How did you come up with the idea for Feed Life?
The journey of Feed Life has actually been a very long one. Every summer, our extended family would holiday together for 6 weeks at Lennox Head in NSW. Usually our days were spent with cheeky banter, and thrashing out elaborate plans of how to sneak out without our respective parents catching us. This all changed when our first baby cousin was born into our family a little over 10 years ago. When Oscar was born, it was instant, I was in love. It’s difficult to articulate, but it all became so clear. After seeing the limited clothing options my cousin had while nursing, I knew I wanted to create a luxury breastfeeding brand. Now it was a matter of creating something, in an industry I had absolutely no contacts in.
Why did you decide to focus on nursing wear?
It was never a question. I always felt the ‘maternity wear’ market – as in during pregnancy – was already covered. Beautiful flowing ankle grazing dresses or even tighter fitting varieties to show off your bump, were easily accessible. It was the post-pregnancy that caught my eye. The ugly jersey tank tops with exposed clips and chunky straps. Or, even when nicer nursing wear was attempted, it was ill fitted and looked cheap. I questioned, why there wasn’t a choice in the luxury market? Not only day-to-day luxury, but also cocktail wear. So Feed Life was born.
Who is the Feed Life mama?
The Feed Life mama epitomises effortless sophistication. She is not merely ‘on trend’ as her style is ageless. She has modern elegance and appreciates timeless quality.
How do you come up with the designs?
Firstly they need to be easy to wear and machine washable – like majority of my wardrobe. I find myself drawn toward heavier fabrics that fall cleanly and effortlessly.
Who is your inspiration for Feed Life?
I don’t think I’m inspired by any one person, but rather a feeling. With the help of the Feed Life designs I want to encourage confidence and intelligence. I want new mums to feel inspired and beautiful and chic and strong. I want them to believe in their unique qualities.
If there is one mama you’d love to be seen in Feed Life, who would it be?
Honestly, you and me. Your sister, my sister. The neighbour, and the girl down the street. (I) am inspired that FEED has become a label that resonates with so many mums – It’s a mean feat, but one that I will put every ounce of my energy into.
What sets the Feed Life range apart from other nursing wear?
Ultimately Feed Life is a luxury brand – affordable luxury. It’s premium quality is what sets it apart. It is 100% Australian made from start to finish. I have seen other breastfeeding brands pop up from time to time, but I don’t think any other labels have mastered the clean aesthetics combined with usability quite like Feed Life. The garments really are beautiful. (See the Bronte Cape Dress, above.)
Ultimately they are breastfeeding garments – but to the naked eye, they look like normal, beautifully tailored creations. In fact we’ve had many non-breastfeeding customers purchase the garments as a wardrobe staple.
Are there any plans to expand the range?
Absolutely. We have inundated with requests for cashmere for winter and linen for summer. Watch this space!
Where is Feed Life available?
Currently FEED life is available exclusively at www.feedlife.com.au
To celebrate this gorgeous new label we’ve teamed up with Feed Life to give one lucky Stylish Bump reader the chance to WIN the gorgeous ‘Phoebe Dress’ (valued at $AU160) from the signature Feed Life collection.
Simply follow Feed Life on Instagram and comment below why you’d like to win. Please keep your responses to around 25 words and add your Instagram handle (ie. @jane_jones) to your answer. Winner will be announced on Stylish Bump Instagram on Sunday 4 March, 2018.