Chic nursing wear from Feed Life

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.”

Samantha Cape Top

Samantha Cape Top Opening

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.

Phoebe Dress as seen on @notsomumsy
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.

phoebe dress smallPhoebe Dress Opening

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.

bazaarcape dress

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.

Charlotte Tee

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.

Phoebe Dress

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.

mishmacblue cape dress

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


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.

See something else you like? Head to and enter the code STYLISHBUMP to get 10% off the whole range at Feed Life :)

  • Charmain
    February 26, 2018

    I’d like to win this dress because I’ll be breastfeeding for at least the next 18months, 6 months in and I’m already bored with my breastfeeding wardrobe.

  • Amiria
    February 26, 2018

    I would love to win this dress! I find it sooo hard to find dresses that are suitable for breastfeeding so my summer has just been a constant singlet and shorts combo. Would love to wear a dress and still feed my baby 😊

  • Ral
    February 26, 2018

    I’d love to win this piece as a first-time-Mama who is nervous about maintaining some style and grace on my feeding/dressing journey! @ralralraleigh

  • Andrea Forsht
    February 26, 2018

    I would love to win because it is so hard to find great nursing clothes. I have been on the hunt ever since I found out I was pregnant with my second babe (due in May). Can’t wait to try Feed Life!

  • Gemma Rivers
    February 26, 2018

    It’s so refreshing to see breastfeeding attire that isn’t ‘mumsy’ and is fashionable and high quality, it’s so hard to find a range like this! @gemma_rivers

  • Emma O'Shea
    February 26, 2018

    I’d like my first breastfeeding clothing to be something stylish, and I prefer quality, ethically-made clothing over quantity.

  • Hailey
    February 26, 2018

    I would be so happy to win this stylish nursing-friendly dress because I need clothing that fits into my working mommy wardrobe. @haileyols

  • Sloan
    February 27, 2018

    I will be a first time Mom! We hope to continue our lives with our new little girl out and about and stylish nursing wear would be amazing to have!

  • Rotem
    February 27, 2018

    People tell me I’m hiding under baggy shirts because I’m breastfeeding and I’d love to try new clothing that would make me feel good and look more elegant!

  • Marianna
    February 27, 2018

    Would make a huge difference to feel elegant while bf with this gorgeous range and give mumma a little boost!

    • Marianna
      February 27, 2018


  • Camilla Carvalho
    February 27, 2018

    I would LOVE to win this dress to feel like myself again. I love being a mom but as if dealing with my new body wasn’t enough I am not comfortable to leave home and breastfeed my little one in public. This beautiful dress would help me boost my confidence and give back that empowerment feeling of being a woman!

  • Reenie Barton
    February 28, 2018

    I would like to win because I really want the opportunity to try this amazing looking brand!
    It’s so hard to find cute, comfy clothes. The nursing part is a major plus!
    Thank you so much.

  • Rachel
    February 28, 2018

    Loving the gorgeously glam Phoebe dress, mum of two life is not joke, I need all the everyday glamour I can get. It comes with a cleaner and nanny, right?

  • Chelsea
    February 28, 2018

    This line is absolutely gorgeous and exactly how pre baby me loved to dress I would love to win this dress to inject more me back into my nursing wardrobe.

    • Chelsea
      February 28, 2018

      This line is absolutely gorgeous and exactly how pre baby me loved to dress. I would love to win this dress and inject more me back into my nursing wardrobe.

  • Caroline
    March 1, 2018

    I’d like to win because my due date of my 2nd child is in exactly 1 week and in may i am invited to a marriage so that i really need a wonderful dress i can breastfeed in :)! @carolina.crusha

    PS: i’m from germany, hope that doesn’t matters!

  • Kiery
    March 1, 2018

    I would love to win because I’m pregnant with my 2nd child and it was so difficult for me to find stylish clothes that I was able to breastfeed or pump in especially for work! @kierylyn

  • Alli Yandre
    March 2, 2018

    I’d love to win because I have been breastfeeding for 3.5 years and I’m now pregnant again! It has been so frustrating to not have beautiful pieces to wear that I can nurse in discreetly! I am so impressed with this brand and what they stand for!


  • Jenny
    March 2, 2018

    As a first time mom with an existing wardrobe that is not exactly “breastfeeding friendly” I would be elated and so appreciative to have a timeless and classic piece like the Pheobe dress to help carry me through my breastfeeding years ahead

    • Jenny
      March 2, 2018


  • velsid
    March 2, 2018

    Thanksso much for the post.Really thank you! Great.

  • Ashleigh Peters
    March 2, 2018

    I’d love to win because as a first time mum I’m finding breastfeeding in public so uncomfortable and difficult, I know having something to wear that’s stylish and easy to feed my baby in will make such a difference in my confidence!


  • Lisa
    March 2, 2018

    It’s so hard to find fashionable, good quality clothing for the nursing mother. Your beautiful (and machine washable!!) clothing will be wearable during nursing and beyond! @lisaw830

  • BookBarmy
    March 3, 2018

    Adrienne,thanks a lot for the post.Really thank you! Much obliged.

  • Sofiya Revko
    March 3, 2018

    I would love to win this friendly breastfeeding dress for my second babe on the way. I didn’t realize how uncomfortable I was with my first baby realizing none of my clothes were breastfeeding friendly. My babe is due July so this summer dress would be the perfect one for our family/newborn photo shoot :)


  • Loverne Verano
    March 3, 2018

    I’d love to win! I have come across your instagram site from stylish bump insta and i love your craft! I am a first time mum to be and i am very excited! I also wiuld want to keep in style even while breastfeeding so i really want to win this!! @lil_ms_fixyourheart

  • Nicole
    March 3, 2018

    I’ve been dying to wear a dress since my baby arrived 4 months ago. Tried on many that could work with breastfeeding but nothing suits @schmuly

  • Kianna
    March 4, 2018

    I am nursing my 12 mo old and have one on the way so I will be nursing a long time! Finding cute, nursing friendly clothes is so hard. I’d be so grateful to win this! Insta: @kiannakeeler

  • Jade miller
    March 4, 2018

    I’m just about to embrace motherhood with our second baby due very soon, and what better way to embrace it, than with one of these delightful pieces. When i breastfed my daughter it was always a real struggle to find such a stylish garment. I would be truly grateful to Win one of these!!

  • Kristy H
    March 4, 2018

    I would love to win this dress as I’m due to have my baby soon . I have been looking for stylish clothes that you can easily breastfeed in. Thank you for creating this brand!

  • Brittni Brown
    March 4, 2018

    I would love to win this dress because I’m pretty sure I’m going to be breastfeeding for the rest of my life. Currently still nursing my 14 month old while pregnant with our second baby! I might as well look stylish doing it! 😆 @Marciandmeblog

  • Lisa
    March 4, 2018

    I’d love to win this dress because for the last 4 years I’ve been pregnant or breastfeeding babies and due with #3 and so over my 4 yr old b/ feeding wardrobe!

  • Sally
    March 4, 2018

    As a mother of a very busy 2 year old and a new bub on the way, this top with make the juggle of looking chic and BFing and chasing after my son look like a breeze. Fake it to you make it!

  • Alexandra Kirby
    March 4, 2018

    I love this site and I love that dress! Such a refreshing, stylish addition to nursing-wear landscape. @alex_m_kirby

  • Charlotte
    March 4, 2018

    I’d love to win this incredible dress as my first baby is due in three weeks and I feel it’s going to be a staple for me to wear and feed with ease and stress less @chaptersofcharlie

  • Julia
    March 4, 2018

    A stylish mum i’d like to be,
    But nursing my little bundle you see;
    Is making it hard to dress my best,
    Constantly wondering how to get to my breast!


  • Briohny R
    March 4, 2018

    This dress is stunning & would make such a difference to how I feel while feeding my little guy in public. @briohnyroberts

  • REbecca
    March 4, 2018

    I need this dress. First time mum who is sick of living in her leggings and T-shirt everyday. Plus I can share it with my two sisters who are also nursing their beautiful bubs! Win Win! Xx

  • Kate
    March 4, 2018

    I’d love to win this dress for my third baby as I never had anything this stylish to wear with my first two babes!

  • Daisy Penney
    March 4, 2018

    I’d like to win because I will be a first time mom and would love to have a beautiful dress that also makes breastfeeding easier. @daisypenney

  • Amandine philippart
    March 4, 2018

    To look stunning in any circumstances and to proudly support breastfeeding as well as Australian designers here in Melbourne and back in Europe where I’m from @a.__vd

  • Ashleigh Moore
    March 4, 2018

    My 6 week old is a nursing machine and the struggle is real finding stylish nursing clothes. Half my wardrobe I can’t even wear. Also today is my birthday so it would be the best birthday present!


  • Brianna
    March 4, 2018

    I would love this dress to wear to weddings this summer as I’m the first of my friends to have a baby, and this would show them it IS possible to still look pretty and chic while breastfeeding!

  • Inga
    March 4, 2018

    About to have my first in May and would love a beautiful nursing dress like this. @irg19

  • Natalie
    March 4, 2018

    @tenacious__mama ~ I’m pregnant with my fourth baby and absolutely love breastfeeding but despise the ‘fashion’ available for BFing mums. To finally find designs that are so sophisticated yet practical is a game changer for me!

  • Stephanie
    March 4, 2018

    Breastfeeding is such an amazingly difficult, inspiring, empowering and tiring experience! Ha! Its so nice to have a designer care about how these women look and more importantly to make them feel like the boss/queens they are! Cant wait to shop it! @stephanieannebarlow

  • Felicity Cook
    March 4, 2018

    Umm, hello looking fab and feeding at the same time?! Bubba girl due earthside in May, and I’m totally already ready to get glam again (and still be practical!)

  • Greta
    March 4, 2018

    I would love to win this stunning dress because it s nice to see practicality, comfort and style can all go together. My baby is due in May so this dress would be perfect for the Spanish summer weather and nursing my newborn. @gretadr 💜💜💜

  • Michelle
    March 4, 2018

    I’d love to win this beautiful dress to feel beautiful again whilst doing my most important job – sustaining the life of my gorgeous little girl. @love_shell

  • Truc Pham
    March 4, 2018

    Would love to win the dress as I have a wedding coming up to feel and look stylish while feeding my 4months son

  • Sonya
    March 5, 2018

    I would love to win the dress because I’m planning to breastfeed for at least a year and will most likely have nice occasions to go out to and need a dress I can breasfeed in! Plus the clothing line is just amazing!

  • Liz Guiney
    March 5, 2018

    I would love to sport this when spring arrives! I have been breastfeeding my now 2 Week daughter, Isabelle, around the clock and it will be nice to have a beautiful dress to wear to help me continue my breastfeeding while I’m out on the go in style #freetheboob #normalizebreastfeeding @lizzybizziebee

  • Blanca Gamez
    March 5, 2018

    I would love to win this dress as a new mommy I have felt like I live in yoga pants and breastmilk stained shirts. This dress will help me regain my style I so longingly miss. @blanca.u.gamez

  • Claudia Bush
    March 5, 2018

    I would love to win because as a first time mom to be (30 weeks pregnant) everything seems so difficult and stressful. I’m always tired and exhausted, not to mention it becomes all about baby. it would be wonderful to have a beautiful dress that will allow me to feed my baby with ease and make me look beautiful as well. @claudiagbush

  • Alexandra wilson
    March 5, 2018

    I would be over the moon to win as I am having my first baby in a few weeks time and have three weddings coming up this year that I would love to attend. Being a new mum don’t want to restrict myself to staying home/ sitting in a bathroom to breastfeed when I could wear a stunning Feed Life dress to the wedding and show everyone mums really can have it all! 💃🏽 @alexwilson22

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