25 pieces for pregnancy and nursing: Seraphine launches lingerie line with Vogue Williams
The London maternity label once worn by the Princess of Wales has unveiled a new lingerie collection, fronted by the Irish presenter.
Archive image · Photo: JaceMerlyn / Wikimedia Commons, CC BY-SA 4.0 (cropped and resized)
British maternity label Seraphine has unveiled a lingerie collection for pregnancy and nursing. It comprises 25 pieces, trade site Retail Times reports. The campaign is fronted by Irish presenter and model Vogue Williams, and the images were shot during her fourth pregnancy. "I can't believe I almost went through four whole pregnancies without this collection!" Williams is quoted as saying.
The designs focus on function: they are non-wired, with adjustable backs, stretch fabrics and drop-down cups that open with one hand for nursing. The range includes bamboo bras, moulded T-shirt bras and matching briefs for different stages of pregnancy. Postpartum shapewear and activewear are also available, while a sports bra, maternity leggings, tights and compression socks are due later in the year.
For Seraphine, the collection marks a fresh start. Founded in London in 2002, the label went into administration in July 2025; British fashion group Next then bought the brand and its intellectual property for 600,000 pounds, FashionUnited reported. Founder Cécile Reinaud stayed on in an advisory role. The brand became widely known partly because the current Princess of Wales wore its maternity designs, including for her first official family portrait with Prince George.