You! Lingerie was the first maternity brand to put on a show at New York Lingerie Fashion week last weekend.

Models took to runaways all across the city to strut their stuff in the latest designs, but the women weren’t just your standard Victoria Secret angels with enviable figures and gravity defying busts. Oh no! Underwear brand, You! Lingerie, decided to include pregnant women in their shows to celebrate the female form and highlight the availability of stunning, but functional underwear for mums-to-be  and breastfeeding women.

Nigerian-born founder Uyo Okebie-Eichelberger created the fashion brand when she herself was pregnant and struggling to find lingerie that was both affordable and sexy. Commenting on the limited options out there for mums-to-be, the mother-of-two who launched her own line in 2010, said: “You do not have to give up fashionista style just because you are a mommy.”

The brand’s mission is to make breastfeeding women and mums-to be feel confident and beautiful every day. You! Lingerie’s shows are known for their quirky, colourful style and celebration of the female form, so we hope their inclusion in New York Lingerie Fashion Week becomes an annual thing!   

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